Global smartphone shipments saw a 4% increase in Q4 2025, reflecting the market's ability to absorb rising component costs. According to Omdia, Apple emerged as the undisputed leader, capturing a record 25% market share. This means Apple shipped one in every four smartphones during the final quarter of 2025, a testament to the enduring appeal of the iPhone 17 series, launched in September.

The strong demand for the iPhone 17 series and continued interest in older models like the iPhone 16 series drove Apple's performance. In contrast, Samsung secured the second position with an estimated 18% market share, largely due to the success of its sub-$300 smartphones, particularly the Galaxy A17 models. This performance highlights the competitive dynamics between premium and budget market segments.

Xiaomi followed with an 11% market share, while vivo and Oppo each claimed 8%. The coming year, 2026, is expected to face challenges from rising memory costs and component shortages, particularly impacting budget smartphone manufacturers. These factors will likely influence the market dynamics and strategies of key players in the coming months.