Global smartphone shipments grew 2.3% year-on-year to 336.3 million units in the fourth quarter of 2025, according to preliminary data from research firm IDC.
IDC said the market remained resilient despite a memory shortage crisis in late 2025, supported by sustained premium demand, strong momentum in foldable devices, and pull-in purchases as consumers anticipated price increases. Total smartphone shipments reached 1.26 billion units for the full year.
“Despite a challenging year marked with tariffs volatility, supply chain disruption and persistent macroeconomic headwinds across several markets, the global smartphone market demonstrated remarkable resilience, closing 2025 with a solid 1.9% year-over-year growth,” said Nabila Popal, senior research director for Worldwide Client Devices at IDC.
Popal noted that premium vendors Apple and Samsung were the main growth drivers among the top five brands, posting growth rates of 6.3% and 7.9%, respectively.
“Apple maintained its leadership for the third consecutive year, achieving record-high shipments and a strong rebound in China fueled by the success of the iPhone 17 series,” she said.
“Even more notable, Apple and Samsung’s combined share expanded by two percentage points to 39%, up from 37% last year — underscoring the accelerating premiumization trend as consumers increasingly gravitate toward higher-end devices.”
Samsung recorded its strongest fourth-quarter growth since 2013, while Apple posted its best Q4 performance since 2021, according to IDC.
“Samsung delivered its strongest Q4 growth since 2013, driven by strong sales of its Galaxy Z Fold 7 and affordable AI-enabled Galaxy A-Series devices, while Apple achieved its best fourth quarter since 2021 and delivered the highest ever revenue in a single quarter, a strong testament to the success of the iPhone 17 lineup,” said Francisco Jeronimo, vice president for Worldwide Client Devices at IDC.
“Overall, Q4 2025 was a remarkable quarter for both Apple and Samsung, as they consolidated their positions in the smartphone market by driving strong sales in the premium segment and reaching all-time high average selling prices (ASP).”
Outside the top two, Xiaomi, vivo, and Oppo largely held their market positions in 2025, despite marginal share losses. IDC said Xiaomi retained its third-place ranking for both the quarter and the year, even as it faced a double-digit shipment decline in Q4 due to challenges in moving its portfolio upmarket and increased competition in China. Vivo’s growth remained heavily dependent on India, while Oppo posted a stronger fourth quarter on the back of new product launches and solid performance in China, although weaker demand outside China weighed on its full-year results.
Looking ahead, IDC warned that supply constraints could reverse recent gains.
“While 2025 was a positive year for smartphones, the industry is now facing a distinctly different outlook,” said Ryan Reith, group vice president for Worldwide Client Devices at IDC.
“The memory shortage, which is widely considered an unprecedented supply chain disruption, will cause the market to decline in 2026, and the duration of the shortage will ultimately determine the extent of the market contraction. This is a time where the size and scale the OEM will be critical, as larger players will be better able to secure advantageous supply and workable price points. Despite the outlook being down, ASPs are expected to rise because of cost increases.”
