Global smartphone shipments rose 2 percent year-on-year in 2025, driven by stronger demand across emerging markets and supported by overall economic momentum, according to Counterpoint Research. Analysts noted that this growth reflects a combination of sustained consumer interest in premium and mid-range devices, along with manufacturers strategically managing shipments earlier in the year to mitigate tariff impacts. While early-year shipment acceleration helped boost numbers, volumes in the second half of 2025 remained largely stable as the tariff effects eased.
Apple led the global smartphone market with a 20 percent share, the largest among the top five brands. Strong demand for the iPhone 17 series across emerging and mid-sized markets contributed significantly to the company’s performance. Varun Mishra, analyst at Counterpoint Research, highlighted that Apple’s consistent ability to appeal to both premium and mid-tier consumers has helped it maintain a leading position despite competition from other major players.
Samsung maintained second place with a 19 percent share, supported by modest shipment growth across multiple regions. Xiaomi followed closely with a 13 percent share, with steady demand in emerging markets sustaining its position. Counterpoint analysts observed that while overall market growth remained moderate, companies that strategically focused on regional demand and tailored offerings to local consumers were able to capture incremental gains.
Looking ahead, the global smartphone market is expected to face headwinds in 2026. Rising component costs and ongoing chip shortages, exacerbated by chipmakers prioritizing AI data centres over handset production, are likely to limit growth. Tarun Pathak, research director at Counterpoint, noted that while emerging markets will continue to drive demand, global supply constraints and higher production costs may temper the overall market expansion. Manufacturers are expected to focus on balancing supply chain challenges while continuing to innovate in device capabilities, particularly in areas like AI integration, advanced cameras, and 5G connectivity, to maintain consumer engagement.
Despite anticipated softening in the market, industry observers remain confident that smartphones will continue to play a central role in the digital economy, enabling services, applications, and connectivity across regions. Companies that strategically adapt to supply constraints and align with regional demand patterns are likely to navigate the challenging environment while maintaining competitive advantage in both mature and emerging markets.
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