The smartphone market finally grew again. Global shipments rose 2 percent in 2025 to 1.25 billion units, the highest level since 2021. Apple stayed on top, Samsung finished just behind, but the story was different in the year 2025.

On the surface, the leaderboard, specifically Samsung vs Apple in 2025, looks unchanged.

Apple stayed on top. iPhone shipments climbed 7 percent to 240.6 million units, marking Apple’s strongest year ever by volume. A record fourth quarter and a surge in iPhone 17 demand, especially in Mainland China.

After three years of decline, Samsung posted 7 percent annual growth in 2025. Fourth quarter shipments rose 16 percent year over year as Galaxy S and Z demand held firm and entry-level volumes finally recovered.

Regaining share in the A0x and A1x segments matters because that is where Samsung had been losing ground the longest.

Xiaomi held third place but slipped 2 percent as entry-level demand weakened late in the year. Vivo moved into fourth for the first time, powered by India. OPPO stabilized in the second half and is positioning for added scale with Realme.

Omdia flags rising DRAM and NAND costs as a growing constraint heading into 2026. Those pressures hit unevenly, especially for brands with limited scale or heavy low end exposure.

Runar Bjorhovde warns that margin squeeze, not demand, may define the next phase. Volume still matters. Profitability will matter more.

“Although 2025 overall has been a positive year for most vendors, headwinds are building for the 2026 outlook.”

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