Global Smartphone Shipments Market Share (%)

MARKET HIGHLIGHTS

• The global smartphone market remained under pressure in Q1 2026, with shipments declining 3% YoY driven by the shortage of memory components and weaker demand. While some regions showed relative stability, overall market sentiment remained cautious as OEMs adjusted their pricing and production strategies.
• Latin America (LATAM) was the only region to witness 3% YoY growth, driven by favorable currency exchange rates, which offset increased prices to some extent. Expansion by Motorola and HONOR also contributed to the growth along with Apple re-entry in Argentina.
• Asia-Pacific's growth streak came to an end, with the region recording a 3% YoY decline after sustaining growth momentum for the past two years.
• Middle East and Africa (MEA) recorded the sharpest YoY decline (7%) due to global and regional headwinds affecting demand and supply. The Iran war further impacted shipments during the quarter, though the overall disruption remained limited and was largely confined to temporary delivery delays.
• Europe saw a decline of 6% YoY due to weaker consumer sentiment amid the Iran war, delayed launches and soft replacement demand due to weaker launches.
• Apple led in Q1 for the first time with 21% market share and 9% YoY growth, driven by strong iPhone 17 demand, proactive supply chain management amid memory constraints, and improved performance in China. The company’s growth was further supported by its ability to maintain premium pricing and margin structures despite global memory chip fluctuations.
• Samsung ranked second and remained flattish supported by portfolio optimization and strong response to the Galaxy S26 series.
• Among other brands, HONOR grew 31% YoY driven by overseas expansion and a regionally tailored product portfolio, complemented by aggressive promotions and strong strategic execution.

The global smartphone market share numbers are from:

Market Monitor - OEM Shipment by Region and Countries, Q1 2026

Excel File | Published Date: May 2026

This report is part of a series of reports which track the mobile handset market: Smartphone and Feature Phone shipments every quarter for more than 140 brands covering more than 97% of the total device shipments in the industry.

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Q4 2025 Highlights

Global Smartphone Shipments Market Share (%)

MARKET HIGHLIGHTS

• The global smartphone market continued its recovery in the fourth quarter as well, registering 4% YoY growth. The quarter was driven by strong year-end demand in North America, Western Europe and South Korea, along with steady momentum in emerging markets.
• North America was the fastest-growing major region in Q4 2025, growing 8% YoY, driven by strong flagship demand, aggressive carrier promotions, and seasonal replacement cycles in the US.
• Asia-Pacific grew 2% YoY in Q4 2025, with mixed performance across key markets. China remained flat YoY but rebounded strongly QoQ as demand improved toward the year-end.
• Middle East and Africa (MEA) grew 5% YoY, supported by continued brand expansion and stabilizing macroeconomic conditions. The Gulf drives growth in the region with strong premium demand and consumer confidence, while much of Africa remains constrained by currency and affordability pressures. Overall, the growth was GCC-led, with Africa’s slow recovery.
• Central America and Latin America (CALA) grew 7% YoY, driven by improving demand in key markets. CALA performed better than expected, largely due to Samsung and HONOR’s growth and as Mexico stabilised towards the end of Q4.
• Apple led the market in Q4 2025, growing 14% YoY driven by strong demand for the iPhone 17 series and solid year-end seasonal momentum across developed markets, supported by a super-upgrade cycle, aggressive promotions in key markets and a strong value proposition.
• Samsung ranked second with 17% YoY shipment growth, the highest among the top five brands, supported by broad-based strength across its Galaxy A series and premium portfolio.
• Xiaomi maintained its third position but saw an 11% YoY decline, as supply constraints and competitive pressures in major markets weighed on volumes. Despite positive reception to the Xiaomi 17 flagship, softness in Android demand in China and BOM cost pressures forced supply adjustments.

Q3 2025 Highlights

Global Smartphone Shipments Market Share (%)

MARKET HIGHLIGHTS

• Samsung led the global smartphone market in Q3 2025 with a 19% share, growing 6% YoY, driven by strong flagship growth across regions, both in the Z and S series. The A series also performed well.
• Apple’s global shipments grew 9% YoY in Q3 2025, marking the fastest growth among the top five brands. Apple recorded strong momentum in India, Japan, Western Europe and Southeast Asia. The newly launched iPhone 17 series has been well-received, achieving record-breaking pre-bookings across multiple regions.
• Xiaomi kept the third spot with a 14% shipment share and 2% YoY growth. The brand has been gaining share in Southeast Asia, MEA and Latin America, particularly in the budget and mid-tier segments, driven by carrier partnerships, promotions and the strengthening of both offline and online channels.
• vivo and OPPO took the fourth and fifth spots, respectively, in Q3 2025. vivo’s 9% YoY growth was driven by solid traction in India and Southeast Asia, supported by ongoing expansion across the MEA.
• Google’s shipments grew 35% YoY in Q3 2025, the fastest among major OEMs, driven by strong demand for the Pixel 9 series, AI-led differentiation, and expanded carrier partnerships.
• HONOR grew 33% YoY, driven by strong demand for its foldable Magic V2 series, expansion in APAC and MEA, and increased traction in the premium segment in Europe.

Q2 2025 Highlights

MARKET HIGHLIGHTS

• Global smartphone shipments grew 3% YoY in Q2 2025, marking the second consecutive quarter of growth. The growth was fueled by steady premium demand in markets such as North America, Japan and Europe, while emerging markets saw traction in the entry-level and budget 5G devices.
• Asia Pacific remained the top contributor, accounting for more than half of global shipments. Japan emerged as a standout market with 12% YoY growth, driven by sustained consumer demand and aggressive carrier promotions.
• China's smartphone shipments slipped by 2% YoY in Q2 2025 due to fragile demand and subsidy slowdown.
• India's smartphone market rebounded in Q2 2025 with 9% YoY growth driven by a 33% YoY jump in new launches, aggressive marketing and strong performance during summer sales.
• The Middle East and Africa (MEA) region saw a 3% YoY rise in shipments, despite heightened geopolitical tensions in the region. Consumer sentiment remained elevated as inflation trended down and local currencies remained strong.
• Latin America and Europe were the fastest-growing regions, recording 4% YoY growth due to improved macroeconomic conditions and OEMs' expansion.
• Samsung led the global smartphone market with a 20% share, growing 7% YoY in Q2 2025. The growth was mainly driven by a successful mid-tier Galaxy A-series refresh, resilience across key markets, and continued interest in foldables and AI-powered features.
• Apple took the second spot in Q2 2025 with 17% market share on 11% YoY growth, the highest among the top five brands. Strong demand for the iPhone 16, early buying ahead of expected tariffs in North America, and solid performance in India and Japan drove Apple’s growth.
• Xiaomi remained at third place with 14% market share, posting flattish growth. Strong demand in Central Europe and Latin America, coupled with steady sales in China, was offset by increased competition in the budget segment.

Global Smartphone Shipments Market Share (%)

Data on this page is updated every quarter
This data represents the global smartphone market share by quarter (from 2024-2025) by top OEMs.

Q1 2025 Highlights

MARKET HIGHLIGHTS

• Global smartphone shipments grew by 2% YoY in Q1 2025, driven largely by emerging markets.
• Accounting for over half of global shipments, Asia-Pacific remained the top contributor in terms of regions. Japan emerged as a standout market with 29% YoY growth, fueled by strong demand for Apple and Samsung devices.
• North America recorded the highest regional growth in Q1 2025 at 8% YoY, supported by increased OEM shipments aimed at mitigating tariff impacts.
• Samsung led the market with a 20% share, closely followed by Apple at 19%. The Galaxy S25 series and iPhone 16e launches provided momentum for the two brands.
• Apple's shipments in Q1 2025 grew 12% YoY, the highest among the top five brands, fueled by strong performance in North America, Japan and India, along with the launch of the iPhone 16e.
• Xiaomi maintained its momentum and secured third place with a 2% YoY growth, driven by a strong rebound in its home market, China, supported by retail expansion and a refreshed product portfolio.
• vivo and OPPO took the fourth and fifth spots, respectively, with a narrow margin separating them. Both benefited from solid mid-tier segment performance and government subsidies in China.
• Looking ahead, the global smartphone market may face a slight decline in 2025 due to weakening consumer sentiment and macroeconomic uncertainty tied to tariffs and supply chain challenges.

Global Smartphone Shipments Market Share (%)

Q4 2024 Highlights

MARKET HIGHLIGHTS

• Though the global smartphone market remained flat in Q4 2024, it registered 4% growth for the year, driven by growth in the Caribbean and Latin America (CALA) and Europe.
• Apple led the global smartphone market in Q4 2024 with a 23% share, while Samsung took the second spot with a 16% share.
• Xiaomi took the third spot, with its shipments growing 5% YoY, while vivo grew significantly at 13% YoY, the highest growth among the top five brands in Q4 2024.
• OPPO witnessed a 3% YoY decline in shipments in Q4 2024, although the brand performed well in China, LATAM and Western Europe.
• In the 5G segment, Apple dominated the global market with a 32% share, followed by Samsung at 16%.
• Among the top five brands, Xiaomi recorded the highest 5G growth at 33% YoY, driven by strong demand in China, India and Russia.
• Low-cost 5G and the diffusion of GenAI in lower price segments are key trends to look out for in 2025.

Global Smartphone Shipments Market Share (%)

Q3 2024 Highlights

MARKET HIGHLIGHTS

• Global smartphone shipments in Q3 2024 increased by 2% YoY to reach 307 million units, as the market saw a continued recovery in regions like Europe, Caribbean and Latin America, and Southeast Asia.
• Samsung continued to lead the market in terms of shipments with a 19% share, driven by the Galaxy A series.
• Apple secured the second position, with its shipments growing by 5% YoY due to an early iPhone 16 series launch and a strong performance in Europe, Caribbean and Latin America, and key Asian countries.
• Xiaomi ranked third, with its shipments growing by 3% YoY, driven by a strong performance in China.
• vivo recorded the fastest YoY growth among the top five OEMs, driven by a strong performance in key regions like China and India.

Global Smartphone Shipments Market Share (%)

Q2 2024 Highlights

MARKET HIGHLIGHTS

• The global smartphone market grew by 8% YoY to reach 289 million unit shipments in Q2 2024, owing to better consumer demand in Caribbean and Latin America and Europe regions.
• Samsung retained the top position globally, accounting for 19% shipment share, driven by Galaxy A-series.
• Apple’s shipments registered marginal growth in Q2 2024. Muted demand in North America markets and stiff competition in China were some of the reasons for this marginal growth.
• Among the top five OEMs, Xiaomi grew the fastest, registering 27% YoY shipment growth, posting strong performance in China, India and other emerging markets.

Global Smartphone Shipments Market Share (%)

Q4 2023 Highlights

Market Highlights

• The global smartphone market grew by 7% YoY to reach 323.2 million units in Q4 2023.
• Apple grew by 2% YoY, overtaking Samsung for the top spot in Q4 2023.
• Samsung, meanwhile, declined by 9% YoY losing share to Apple in the premium segment, to Chinese OEMs such as Xiaomi in the mid-tier segment and to Transsion brands in the entry-level.
• Samsung, nevertheless, retained the spot as the world's top smartphone player annually, shipping the most number of smartphones in 2023.
• Among the top five smartphone brands, Xiaomi grew the most by 23% YoY to 40.7 million units in Q4 2023.
• HONOR experienced a healthy double-digit growth of 27% YoY whereas Huawei grew by triple-digits, the only top 10 smartphone to do so.
• In terms of regional performance, the Middle East and Africa (MEA) exhibited the highest annual shipment growth while Europe experienced the highest decline.

Global Smartphone Shipments Market Share (%)

Q3 2023 Highlights

Market Highlights

• The global smartphone market declined by 1% YoY to reach 299.8 million units in Q3 2023.
• Samsung declined 8% YoY despite growing by 11% QoQ and retaining its position as the top smartphone player in Q3 2023.
• Among the top five smartphone brands, Xiaomi was the only brand to grow YoY, shipping 41.5 million smartphones in Q3 2023.
• Among the top 10 smartphone brands, HONOR, Motorola, Tecno and Huawei saw double-digit annual growth. Infinix and itel, the other Transsion brands along with Tecno, also experienced double-digit annual growth.
• In terms of regional performance, the Middle East and Africa (MEA) exhibited the highest annual shipment growth while North America experienced the highest decline.

Global Smartphone Shipments Market Share (%)

Q2 2023 Highlights

Market Highlights

• The global smartphone market declined by 9% YoY to reach 268 million units in Q2 2023.
• Samsung retained its position as the top smartphone player in Q2 2023, as Apple saw cyclical decline.
• Among the top five brands, Apple experienced the least YoY shipment decline. Among the top 10 brands, Tecno and Infinix, part of the Transsion Group, saw double digit annual growth.
• In terms of regional performance, Middle East and Africa (MEA) exhibited the only annual shipment growth while North America experienced the highest decline.
• The top 5 brands contributed to almost 80% of the total 5G shipments in Q2 2023.

Global Smartphone Shipments Market Share (%)

Q1 2023 Highlights

Market Highlights

• The global smartphone market declined by 14% YoY and 7% QoQ to record 280.2 million unit shipments in Q1 2023.
• Samsung replaced Apple as the top smartphone player in Q1 2023, driven by its mid-tier A Series and the recently launched S23 series.
• Apple’s YoY shipment decline was the least among the top five brands. Consequently, it recorded its highest-ever Q1 share of 21%.
• Global smartphone revenues declined by 7% YoY to around $104 billion. Apple, Samsung, Xiaomi increased their Average Selling Prices YoY.

Global Smartphone Shipments Market Share (%)