The global smartphone market showed resilience in the final quarter of 2025, with shipments growing by 4% despite the pressure of increasing component costs. Preliminary data from market research reveals that Apple emerged as the clear leader, capturing a record-breaking 25% of the total market share. This performance indicates that one out of every four smartphones shipped globally during the last three months of the year was an iPhone.
iPhone 17 Series Drives Apple's Success
The surge in Apple's market presence was largely fueled by sustained demand for the iPhone 17 series, which launched in September. While the standard iPhone 17 model was the primary volume driver, older models like the iPhone 16 series also maintained significant popularity during the holiday shopping season.
Samsung Secures Second Place with Budget Models
Samsung maintained its position as the second-largest manufacturer, holding an estimated 18% market share for the quarter. In contrast to Apple's premium-focused strategy, Samsung's success relied heavily on its more affordable offerings. The Galaxy A17 4G and A17 5G were identified as the main contributors to Samsung's shipment volumes, particularly in segments under $300.
Market Competitors and Future Challenges
The ranking for the top five manufacturers was rounded out by the following brands:
- Xiaomi: 11% market share
- vivo: 8% market share
- Oppo: 8% market share
While the market ended 2025 on a positive note, experts warn of potential headwinds in 2026. Rising memory prices and ongoing component shortages are expected to pose significant challenges, particularly for manufacturers operating in the budget and entry-level smartphone categories.