Apple Tops Smartphone Market in 2025, Narrowly Outpacing Samsung
In a closely contested battle for smartphone supremacy, Apple emerged as the leader in 2025, according to data from industry analyst firm Omdia. With an impressive 240.6 million units shipped, Apple secured a 19% market share, barely edging out its fiercest competitor, Samsung, which shipped 239.1 million units and also claimed a 19% market share when rounding is considered. Both tech giants enjoyed a growth trajectory of 7% compared to 2024, highlighting a robust demand for premium smartphones.
Xiaomi and Other Competitors
In the third position, Xiaomi experienced a 2% decrease in sales compared to the previous year, shipping 165.4 million units and holding a 13% market share. Meanwhile, vivo made strides with 105.3 million shipments, reflecting a modest 4% year-over-year growth, resulting in an 8% market share. Oppo followed closely with 100.7 million units shipped, but saw a 3% decline in sales versus 2024, also maintaining an 8% market share.
Interestingly, Transsion nearly broke into the top five, boasting an 8% market share. Other notable players include Honor with a 6% share, Lenovo at 5%, Huawei at 4%, and Realme with 3% market share. These shifts in market dynamics reflect an evolving landscape as consumer preferences continue to change.
Market Trends and Regional Insights
The global smartphone market overall grew by 2% in 2025, reaching 1.25 billion units shipped. This growth trend was consistent across most regions, with one notable exception: Greater China, which experienced a slight decline. This downturn has been attributed to the fading impact of the national subsidy scheme that has historically incentivized smartphone purchases. However, a bright spot for Apple has been the strong demand for its iPhone 17 series, leading to an impressive 26% growth in Mainland China.
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