=GEOKHUB | Jan 12, 2026 Global smartphone shipments increased 2% in 2025, buoyed by stronger consumer demand and improving economic conditions across emerging and mid-sized markets, according to new industry research.
The modest rebound marks a stabilisation for the sector after several volatile years, with manufacturers benefiting from renewed purchasing power in developing economies.
Apple Maintains Market Lead
Apple retained its position as the world’s top smartphone vendor, capturing 20% of global shipments, the largest share among the five biggest brands. The performance was driven by solid demand in emerging regions and strong uptake of the iPhone 17 lineup, which helped sustain momentum throughout the year.
Samsung followed closely with a 19% market share, recording modest shipment growth, while China’s Xiaomi placed third with 13%, supported by steady sales across price-sensitive markets.
Tariff Concerns Fade as Year Progresses
Manufacturers initially accelerated shipments early in the year to get ahead of potential tariff pressures. However, analysts said the impact eased as 2025 progressed, leaving shipment volumes in the second half of the year largely unaffected.
Cautious Outlook for 2026
Looking ahead, the global smartphone market is expected to face headwinds in 2026, including chip shortages and rising component costs. Analysts warn that semiconductor suppliers are increasingly prioritising AI data centre infrastructure over consumer electronics, potentially tightening supply for handset makers.
Despite the near-term challenges, demand in emerging markets remains a key pillar supporting the industry’s longer-term outlook.
