In the fourth quarter of 2025, the global smartphone market witnessed a remarkable surge, with revenue climbing by 13% year-on-year to reach a staggering $143 billion, setting a new all-time high for a single quarter. The average selling price (ASP) of smartphones also experienced a significant uptick, rising by 8% year-on-year and, for the first time, surpassing the $400 threshold in a single quarter. Meanwhile, shipments increased by 5% year-on-year, signaling a clear trend of 'value expansion' within the market.
Among the top five smartphone brands, Apple stood out with the most rapid revenue growth, achieving a 23% year-on-year increase and capturing a substantial 59% share of the revenue market. Samsung, on the other hand, led in terms of shipment growth, with a notable 17% year-on-year rise, accompanied by a 12% increase in revenue. In contrast, Xiaomi faced a downturn, with both revenue and shipments declining by 9% and 11% year-on-year, respectively. OPPO, however, experienced a positive shift, with revenue and ASP increasing by 23% and 6% year-on-year, respectively. Lastly, vivo also saw its revenue grow by 6% year-on-year.