In 2025, the global smartphone market experienced a significant rebound, with shipments increasing by 2% year-on-year to reach 1.25 billion units. Apart from a slight decline in Greater China due to the underperformance of subsidy policy incentives, other regions achieved year-on-year growth. Amid fierce competition among leading vendors, Apple and Samsung tied as the world's largest smartphone vendors, both achieving a 7% year-on-year growth rate. Xiaomi maintained its position as the third-largest globally, though its annual shipments slightly declined. vivo surged to fourth place globally for the first time, with OPPO following closely in fifth. The competitive landscape in regional markets was highly fragmented, with vendor rankings and market shares varying significantly across the U.S., Middle East & Africa, Asia-Pacific (excluding Greater China), and the Chinese mainland market. Some vendors stood out with notable growth or declines. Additionally, realme is set to merge with OPPO in 2026, with the new entity expected to vie for a higher ranking.