Global smartphone shipments grew 4% year on year in Q4 2025, driven by seasonal demand and tighter inventory control, according to Omdia. Growth was led by top vendors, with Apple taking first place at 25% market share on the back of strong iPhone 17 demand, narrowly beating Samsung, which followed with 18% thanks to solid sales in the sub-$300 segment. Xiaomi remained third at 11%, while vivo reached 8% on strong performance in India and OPPO returned to the global top five as it resumed growth.
For full-year 2025, shipments rose 2% to 1.25 billion units, marking a stable but uneven recovery. However, rising memory and component costs, particularly tight DRAM supply, are starting to constrain volumes and reshape vendor strategies for 2026, with a greater focus on pricing discipline, profitability, and scale.
Source: Omdia
