Organization: By Q4 2025, Apple is leading the market with one-fourth of the global shipment market share, while Samsung is in second place.

According to preliminary data from Counterpoint Research market monitoring, global smartphone shipments increased for the second consecutive year in 2025, with a year-on-year growth of 2%. The overall market maintained growth throughout 2025, driven mainly by the trend towards high-end products propelled by payment solutions and effective marketing, as well as the increase in the popularity of 5G devices in emerging markets. Smartphone shipments in Q4 of 2025 ended on a relatively mild note, with only a 1% year-on-year growth due to inventory backlog from previous quarters. Apple led the market in that quarter with a 25% market share in shipments, reaching a historic high, while Samsung ranked second with a 17% market share.