Global smartphone shipments rose 2% in 2025 to 1.25 billion units, the highest level since 2021, driven by strong upgrade and replacement demand. Growth was seen in all regions except Greater China, which dipped slightly as government subsidies faded. Apple led the market for the third year running, with iPhone shipments up 7% to a record 240.6 million units, while Samsung rebounded with 7% growth after years of decline. Xiaomi held third place despite late-year weakness, vivo climbed to fourth on strong India performance, and OPPO completed the top five.
Looking ahead, Omdia warns that rising component and memory costs could weigh on volumes in early 2026, pushing vendors to focus more on profitability, supply-chain resilience, and alternative revenue streams amid growing market pressure.
Source: Omdia
