Apple led the global smartphone market in 2025, report says

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Synopsis

Apple reclaimed the top spot in global smartphone shipments in 2025, driven by premium demand and ecosystem strength.

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Apple emerged as the global smartphone market leader in 2025, overtaking competitors on the strength of premium device demand and a tightly integrated ecosystem, according to a new industry report released this week.

Data from market research firm Counterpoint Research shows Apple captured the highest share of global smartphone shipments during the year, despite overall market growth remaining modest. The iPhone maker benefited from strong demand across North America, Europe, and key Asian markets, even as consumers delayed upgrades elsewhere.

“Apple’s ability to retain users and drive upgrades within its ecosystem continues to set it apart,” Counterpoint Research Director Tarun Pathak said. The report notes that Apple’s average selling prices remained significantly higher than competitors’, reinforcing its revenue leadership despite shipping fewer units than some Android manufacturers.

Global smartphone shipments grew by just 3% year-on-year in 2025, reflecting cautious consumer spending and longer replacement cycles. However, premium devices priced above $600 accounted for a growing share of industry profits, with Apple dominating that segment.

In India, Apple saw double-digit growth, supported by local manufacturing and aggressive retail expansion. This helped the company strengthen its position in a market traditionally led by Android brands.

The findings underline a widening gap in the smartphone industry. While mass-market players compete on price and volume, Apple continues to win on loyalty, margins, and ecosystem lock-in. As demand concentrates at the premium end, market leadership is increasingly defined by value, not volume.