Counterpoint: Apple Leads Global Smartphone Market with 20% Share by 2025

JAKARTA - Global smartphone shipments grew 2% year-on-year (yoy) throughout 2025. This is driven by increasing demand and economic recovery momentum in developing countries. This was conveyed by research institute Counterpoint Research in its latest report released on Monday, January 12.

Apple is listed as the global leader in the smart phone market with a share of 20%, the largest among the world's top five brands. This achievement is supported by solid demand in emerging markets and countries with medium market size, as well as strong sales from the iPhone 17 line.

"Apple leads the market with a 20% share, supported by strong demand in emerging and mid-sized markets, as well as solid sales performance from the iPhone 17 series," said Counterpoint Research analyst Varun Mishra.

In second place, Samsung posted a market share of 19%. Although its shipment growth is considered moderate, Samsung still maintains its position as one of the main players in the global smartphone industry. Meanwhile, Xiaomi ranked third with a share of 13%, driven by stable demand in various emerging markets.

Counterpoint also noted that a number of smartphone manufacturers had advanced delivery schedules (pull-forward shipments) in early 2025 to anticipate the implementation of tariffs. However, the impact of this strategy gradually eased as the year progressed.

"Manufacturers are pulling forward shipments earlier in the year to anticipate tariffs, but the impact is easing as 2025 progresses, so shipment volumes in the second half of this year are relatively unaffected," Counterpoint wrote in its report.

Looking ahead, Counterpoint expects the global smartphone market to face pressure in 2026. The main factors affecting it are the potential shortage of chips and the increase in component costs, amid a shift in semiconductor manufacturers' priorities to the development of artificial intelligence (AI) data centers.

"The global smartphone market is expected to weaken in 2026 due to chip shortages and rising component costs, as chipmakers prioritize supplies for AI data centers over handset devices," said Counterpoint Research Director Tarun Pathak.

This report confirms that although the smartphone market still records growth in 2025, structural challenges on the supply and cost side have the potential to overshadow the industry's performance in the coming years.