Emerging markets lift phone shipments as Apple edges Samsung

Anabelle Colaco
15 Jan 2026, 01:39 GMT+10

Global smartphone shipments edged higher in 2025, helped by improving demand in emerging economies, but growth remained modest as manufacturers navigated tariffs and supply constraints
Worldwide shipments rose two percent year-on-year in 2025, Counterpoint said on January 12, with momentum driven mainly by stronger economic conditions in emerging markets
Apple emerged as the world’s largest smartphone vendor by shipments, capturing a 20 percent market share in 2025, the biggest among the top five brands

HONG KONG: Global smartphone shipments edged higher in 2025, helped by improving demand in emerging economies, but growth remained modest as manufacturers navigated tariffs and supply constraints, according to new data from Counterpoint Research.

Worldwide shipments rose two percent year-on-year in 2025, Counterpoint said on January 12, with momentum driven mainly by stronger economic conditions in emerging markets. Early in the year, phone makers pulled shipments forward to get ahead of tariffs, though that effect faded as the year progressed, leaving second-half volumes essentially unchanged.

Apple emerged as the world's largest smartphone vendor by shipments, capturing a 20 percent market share in 2025, the biggest among the top five brands. The company benefited from solid demand in emerging and mid-sized markets and strong sales of its iPhone 17 lineup, said Counterpoint analyst Varun Mishra.

Samsung Electronics followed closely behind with a 19 percent market share, posting modest shipment growth over the year. China's Xiaomi ranked third with a 13 percent share, supported by steady demand across emerging markets, Counterpoint said.

Looking ahead, the research firm expects the global smartphone market to face renewed pressure in 2026. Chip shortages and rising component costs are likely to weigh on shipments as semiconductor manufacturers increasingly prioritise capacity for artificial intelligence data centres over consumer electronics, said Counterpoint Research Director Tarun Pathak.

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