Apple maintained its lead in the market with a 20% share, the highest among the top five brands, bolstered by robust demand in emerging and mid-tier markets along with strong sales of the iPhone 17 series, according to Counterpoint analyst Varun Mishra.
Manufacturers advanced shipments earlier in the year to circumvent tariffs, but this impact diminished as 2025 unfolded, leaving second-half volumes mostly stable, the firm noted.
Samsung held the second position with a 19% share due to modest shipment growth, while Xiaomi secured third place with a 13% share, supported by consistent demand in emerging markets.
The global smartphone market is anticipated to weaken in 2026 due to chip shortages and increasing component costs, as chip manufacturers focus on AI data centers over mobile devices, stated Counterpoint research director Tarun Pathak.
