Apple iPhone leads global smartphone market with 20% share – Counterpoint

Apple’s iPhone 17
Apple’s iPhone led as the global smartphone market posted modest growth in 2025, with shipments increasing 2% year-over-year (YoY), marking the second consecutive year of expansion, according to preliminary estimates from Counterpoint Research.
This sustained momentum throughout the year was primarily fueled by a continued shift toward premium devices, supported by flexible financing options and strong marketing efforts, alongside accelerating 5G adoption in emergin