Last Update 02-13

[Expired]2025 Global Smartphone Market Share Report: Apple and Samsung Dominate Half the Market

According to Counterpoint Research's 2025 Annual Review Report, the global smartphone market shows a highly concentrated pattern. Currently, 8 manufacturers have over 200 million active devices each, collectively accounting for more than 80% of the global market share.

Image courtesy of @Counterpoint Research, copyright belongs to the original author

Tier Level	Representative Brands	Market Position
First Tier	Apple, Samsung	Combined 44%, commanding lead
Second Tier	Xiaomi, OPPO, vivo	Focus on mid-high end market and ecosystem connectivity
Third Tier	Transsion	Focused on high-growth potential markets
New Member	HONOR	Latest to join the "200 Million Club"

Apple ranks first with approximately 25% market share, meaning one in every four smartphones in use globally is an iPhone. The report emphasizes that Apple's net increase in active devices in 2025 exceeded the combined total of the seven competitors ranked behind it.

Samsung follows closely with approximately 20% market share. Although the two giants together account for 44% (affected by statistical rounding), their full-price range strategy and global supply chain advantages remain difficult to challenge.

As hardware durability improves, competitive focus has shifted from "shipment volume" to user lifetime value. Manufacturers are enhancing user loyalty through on-device AI, imaging algorithms, and cross-device collaborative experiences.

Currently, Apple remains the only brand able to consistently generate substantial service revenue from its existing user base. For other manufacturers, as hardware replacement cycles lengthen, developing software and service value-adds will be the core challenge going forward.

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大可不必

: Samsung relies purely on trade protection, while Apple actually has real substance. Without trade protection from the United States and a few European countries, Samsung would only be slightly better than Motorola and definitely wouldn't surpass OVMH. The Samsung S25 Ultra is still using an 8-bit screen, 12GB of RAM, plus a filler 3x zoom lens. In the Android world where specs are king, it's a miracle it hasn't died yet. Apple, on the other hand, has created its own unique path, operating completely outside the established rules of the game.

02-20

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逆风飞扬abc

: Trust in Xiaomi, gain eternal life 信小米，得永生🤭

02-17

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买不起怎么办

: Chinese mobile phones are banned everywhere, while Apple enjoys unimpeded access in Mainland China.

02-15

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凹凸小曼

: Apple and Samsung should really thank the U.S. Department of Commerce; otherwise, they would have already been overtaken by Huawei.

02-14

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好奇的顿顿

: I like vivo 我喜欢vivo

02-13

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匿名用户

: The issue isn't that the phone isn't capable; it's that foreign carriers simply don't support it and won't let you use it.

02-12 美国旧金山

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AddOilLitoPink

: Wow 哇

02-12

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打人硕

: Apple relies on older models and second-hand phones to maintain market share, Samsung uses a combination of low-end devices and carrier partnerships. Xiaomi, OPPO, and Vivo leverage their home-field advantage in Mainland China, India, and South Asia, while Transsion is a major brand in Africa.

02-11

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逆风飞扬abc

: Xiaomi and OPPO , they're just middlemen helping Samsung sell screens and memory, and they're still showing off their rankings? Pitiful.

02-11

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Kenzzi

: Xiaomi needs to beg the people at Middle South Sea, pleading with them to support them with the same nationwide effort used to foster new quality productive forces like electric vehicles/photovoltaics. Maybe then they could surpass Apple and Samsung. Then they'd start having overcapacity, subsidizing losses, and exporting like crazy in a dumping frenzy. LOL