Apple dominated the global smartphone market in 2025, securing a 20% share with 10% year-over-year shipment growth, outpacing all top competitors. According to Counterpoint Research, this performance marked the second consecutive year of global market growth, driven by consumer financing options and rising 5G adoption.Samsung followed with a 19% market share and 5% growth, while Xiaomi held third place with 13%.Apple's success stemmed from increased demand in emerging markets and strong performances by the iPhone 17 series and continued popularity of the iPhone 16 in regions like Japan, India, and Southeast Asia. Analyst Varun Mishra from Counterpoint noted that pandemic-era upgrade cycles contributed to Apple's momentum.

Despite U.S. tariff concerns, shipment impacts were less severe than expected. Looking ahead, Counterpoint predicts a slight market decline in 2026 due to component shortages, though Apple and Samsung are expected to maintain resilience. This leadership position underscores Apple's strong brand loyalty and supply chain advantages in a competitive landscape.