Apple was ahead of the competition in 2025 in the global market share for shipments. As for the global smartphone shipments, Counterpoint Research said that it rose by 2% year-on-year in 2025. Apple had about 20% of the shipments, the largest amongst the top brands. This happened due to a rising demand for iPhones in developing markets such as India, and a high demand for the newly launched iPhone 17 series. As per Counterpoint, in the second position was Samsung with over 19% of the shipments and then Xiaomi ranked third with a 13% share.
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The report suggests that in 2026, the overall shipments could slowdown due to chip shortages and component supply issues. The smartphone brands such as Samsung and Nothing have already increased the price of their devices. The chipmakers are directing more of their resources towards AI data centers over the option of giving it to the handset makers. This is likely because of better margins in the AI data centers business for the chipset makers.
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The demand for iPhones, though, we expect will not go down, even in 2026. Most of the creators today use an iPhone, and due to its video recording capabilities, it will likely be the top device for a long time to come.
