According to data released by market research company Counterpoint Research on January 12, global smartphone shipments grew by 2% in 2025 compared to 2024.
The market maintained its growth momentum throughout 2025, mainly thanks to the trend of product upgrading supported by effective financial and marketing options, along with the increasing number of 5G devices being used in major markets.
In 2025, Apple leads the global smartphone market with 20% market share and 10% factory output growth compared to the previous year, the highest among the top five brands.
Commenting on Apple's performance, senior analyst Varun Mishra of Counterpoint said: "Apple's growth in 2025 is driven by an increasingly expanding presence and increasing demand across emerging and mid-range markets, supported by stronger product diversity.
The iPhone 17 line has achieved significant attraction in the fourth quarter after successful launch, while the iPhone 16 continues to receive great attention in Japan, India and Southeast Asia.
Samsung ranks second with 19% global market share. The growth of the Korean company is driven by high demand for the Galaxy A line, in the mid-range segment. In addition, Samsung's high-end products such as Galaxy Fold 7 and S25 create attraction in the high-end segment, surpassing previous generations.
Xiaomi is the Chinese brand with the highest position, ranking third when it accounts for 13% of the global market share. Compared to competitors, Xiaomi is welcomed in many major regions such as Latin America, Southeast Asia, with a balance in product structure between mid-range and high-end devices.
Vivo and Oppo account for 8% market share, of which Oppo's growth rate has slightly decreased compared to 2024, due to fierce competition in the Chinese market, as well as in some regions in Asia-Pacific.
With the ongoing moves to merge Realme into Oppo, the 2025 outsourcing market share of the merged entity reached 11%, occupying fourth place in the global smartphone market.
In addition to the top 5, Nothing and Google also had good results, recording growth rates of 31% and 25% respectively in 2025 compared to the previous year.
