Global Smartphone Market in 2025: Apple Leads as Samsung Follows Closely

6 Feb, 2026

The global smartphone market showed signs of recovery in 2025 after several challenging years, according to new shipment data released by market research firm Omdia. Worldwide smartphone shipments grew by 2 percent year-over-year, reaching a total of 1.25 billion units.


The most striking outcome of the report is the tight competition between Apple and Samsung. Apple secured the top position as the world’s best-selling smartphone brand in 2025 with 240.6 million shipments and a 19 percent market share. Samsung followed closely behind with 239.1 million units shipped. Due to rounding, both companies are recorded as holding a 19 percent market share. Notably, both tech giants achieved a 7 percent growth compared to 2024.

Xiaomi ranked third with 165.4 million shipments and a 13 percent market share. However, the Chinese manufacturer experienced a 2 percent decline compared to the previous year. Vivo and OPPO completed the top five with 105.3 million and 100.7 million shipments respectively. While both brands held an 8 percent market share, Vivo recorded a 4 percent growth, whereas OPPO saw a 3 percent decline.

Just behind the top five were Transsion, Honor, Lenovo, Huawei and realme. These brands continue to maintain strong regional positions, particularly in emerging markets where competition remains intense.

Top smartphone brands of 2025:

  • Apple – 240.6 million (19%)
  • Samsung – 239.1 million (19%)
  • Xiaomi – 165.4 million (13%)
  • vivo – 105.3 million (8%)
  • OPPO – 100.7 million (8%)
  • Transsion – (8%)
  • HONOR – (6%)
  • Lenovo – (5%)
  • Huawei – (4%)
  • realme – (3%)

When combined, BBK-owned brands such as OPPO, Vivo and realme collectively account for roughly 19 percent of the market, rivaling the scale of Apple and Samsung.

Regionally, nearly all major markets saw growth in 2025. Apple, in particular, achieved an impressive 26 percent growth in mainland China, driven largely by strong demand for the iPhone 17 series. However, with overall market growth remaining modest, smartphone makers may adopt a more cautious outlook for 2026.

As competition intensifies, innovation in AI features, foldable devices and new form factors is expected to shape the next phase of the global smartphone market.

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