On September 15, the latest data from Counterpoint Research revealed that global smartphone shipments witnessed a 3% year-on-year increase in the second quarter of 2025, marking a consecutive two-quarter growth streak. This uptick was predominantly fueled by robust demand for high-end smartphones in mature markets like North America, Japan, and Europe. Meanwhile, emerging markets also contributed to the growth, spurred by a strong appetite for entry-level and budget-friendly 5G models.

Samsung emerged as the global leader, capturing a 20% market share—a notable 7% year-on-year surge. This achievement can be attributed to the successful refresh of its mid-range Galaxy A series, stellar performance in key markets, and the enduring appeal of its foldable devices and AI-driven features.

Apple secured the second spot with a 17% market share, reflecting an 11% year-on-year increase. This growth was propelled by the soaring demand for the iPhone 16, proactive purchases ahead of anticipated tariffs in the North American market, and a strong showing in the Indian and Japanese markets.

Xiaomi held onto its third-place ranking, boasting a 14% market share and demonstrating consistent overall growth.