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Based on the most recent data released by research firm Counterpoint Research, Apple emerged as the leader in the global smartphone market in 2025, capturing a 20% market share. The company witnessed a remarkable 10% year - on - year surge in its annual shipments, the highest growth rate among the top five smartphone brands.
In 2025, the global smartphone shipment volume saw a 2% year - on - year increase, marking the second straight year of market recovery. This positive trend was mainly fueled by consumers' tendency to upgrade to high - end models. They opted for installment payment plans and trade - in programs to make the purchase more affordable. Additionally, the continuous expansion of 5G smartphone adoption in emerging markets played a significant role in driving this growth.
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