The global smartphone market closed 2025 with news that many manufacturers had been anticipating: a return to growth. According to the latest data from Omdia, worldwide shipments increased by 2% to a total of 1,245.5 million units (1.25 billion), the highest annual level since 2021. The boost was primarily driven by upgrades and replacement purchases, with a particularly strong fourth quarter: 4Q25 grew 4% year-over-year.
However, the outlook comes with a clear warning: 2026 may be a challenging year. Omdia points to a cocktail of cost pressures in the supply chain — especially in DRAM and NAND — and a scenario where many manufacturers shift from volume focus to prioritizing profitability, adjusting prices and exploring alternative revenue streams.
Apple and Samsung: close market share, but Apple maintains leadership
In the 2025 annual ranking, Apple held the top spot for the third consecutive year with 240.6 million iPhones (+7%), narrowly ahead of Samsung (239.1 million, +7%). Both ended 2025 with an identical market share distribution: 19% each, although Apple edged slightly ahead in total volume.
The year’s finish was decisive. In 4Q25, Apple achieved a record quarter with 84.3 million (+9%) and a 25% market share, while Samsung also accelerated with 60.4 million (+16%) and an 18% share. Omdia highlights that Samsung balanced strong performance in the premium segment with a recovery in entry and mid-tier volumes.
The contenders: Xiaomi holds steady, Vivo rises, and OPPO looks to 2026 with Realme
Behind them, Xiaomi defended third place but finished 2025 receding slightly: 165.4 million units (-2%) and a 13% share (down from 14% in 2024).
The notable surprise at the top of the ranking was Vivo, which climbed to fourth place for the first time with 105.3 million (+4%) and an 8% share. OPPO completed the “top 5” with 100.7 million (-3%), also holding an 8% share. Omdia emphasizes a relevant point for 2026: Realme will operate under the OPPO umbrella, a move that could strengthen its volume and presence in certain markets.
Beyond the top 5, the report mentions HONOR (+11%) and Lenovo (+6%) reaching all-time highs, highlighting that Huawei continued growing and retook the leadership in mainland China for the first time in five years. It also notes Nothing as the brand with the highest relative growth, at +86% with over 3 million units sold.
The turning point: memory “eats into” margins
The warning for 2026 is direct: memory and other semiconductors are once again influencing the business. Omdia describes “pressures” in DRAM and NAND that could squeeze margins and force pricing adjustments, especially as consumers become more sensitive to component inflation.
Additionally, the analysis highlights a specific vulnerability: manufacturers highly exposed to LPDDR4/LPDDR4X (common in low- and mid-range phones), those with smaller scale, and weaker supplier relationships could face greater challenges. Meanwhile, LPDDR4X and earlier generations still dominate a significant portion of devices, particularly in budget models, amplifying the impact when these memories become more expensive.
In this context, Omdia suggests that 2026 may become a year of “natural selection”: those who manage cost pressures better, control distribution channels, and effectively capture users willing to upgrade will succeed.
Quick stats: how the market looked in 2025 and 4Q25
| Period | Brand | Shipments (millions) | Market Share | Annual Growth |
|---|---|---|---|---|
| 2025 | Apple | 240.6 | 19% | +7% |
| Samsung | 239.1 | 19% | +7% | |
| Xiaomi | 165.4 | 13% | -2% | |
| Vivo | 105.3 | 8% | +4% | |
| OPPO | 100.7 | 8% | -3% | |
| Others | 394.3 | 33% | -2% | |
| Total | 1,245.5 | 100% | +2% | |
| 4Q25 | Apple | 84.3 | 25% | +9% |
| Samsung | 60.4 | 18% | +16% | |
| Xiaomi | 37.8 | 11% | -11% | |
| Vivo | 27.5 | 8% | +4% | |
| OPPO | 26.8 | 8% | +9% | |
| Others | 102.6 | 30% | -3% | |
| Total | 339.5 | 100% | +4% |
Looking ahead: less “unit race,” more “margin race”
With the market moving away from the peaks of the last decade and component costs rising, Omdia foresees a shift in priorities: safeguarding profits, diversifying revenue streams, and refining marketing to influence increasingly rational purchasing decisions. In other words: 2025 replenished the oxygen, but 2026 may demand fine-tuned strategies in product, pricing, and supply chain management.
Frequently Asked Questions (FAQ)
How many smartphones were shipped worldwide in 2025?
According to Omdia, 1,245.5 million (1.25 billion), a 2% increase over 2024.
Who was the leading manufacturer in 2025: Apple or Samsung?
Apple led by annual volume with 240.6 million units, slightly ahead of Samsung with 239.1 million; both held a 19% market share.
Why does Omdia warn that 2026 could be tough for smartphones?
Due to increased pressures on DRAM, NAND, and other semiconductors, which could reduce margins, push prices higher, and slow demand.
Which brands performed outside the top 3?
Vivo rose to fourth place overall; HONOR and Lenovo reached new highs; Huawei regained traction in China; and Nothing showed the highest relative growth.
Sources:
Omdia (January 29, 2026), “Global smartphone market grew 2% in 2025, while memory headwinds set the stage for a challenging 2026.”