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Apple Tops Global Smartphone Market With 20% Share in 2025, Counterpoint Says

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Apple led the global smartphone market in 2025 with a 20% share, as worldwide shipments grew 2% year-on-year, driven by stronger demand and improving economic momentum in emerging markets, according to data released by Counterpoint Research on Monday.

Apple’s performance was supported by solid demand across emerging and mid-sized markets, alongside strong sales of its latest iPhone 17 series, said Counterpoint analyst Varun Mishra. The company claimed the largest market share among the world’s top five smartphone brands during the year.

Counterpoint noted that smartphone manufacturers front-loaded shipments earlier in 2025 to get ahead of potential tariff impacts. However, this effect faded as the year progressed, leaving shipment volumes in the second half of the year largely unchanged.

Samsung ranked second globally with a 19% market share, posting modest shipment growth. Xiaomi followed in third place with a 13% share, buoyed by steady demand in emerging markets, the research firm said.

Looking ahead, Counterpoint warned that the global smartphone market could face headwinds in 2026. Research director Tarun Pathak said shipments are expected to soften due to chip shortages and rising component costs, as semiconductor manufacturers increasingly prioritize supplying processors for AI data centres over smartphones.

Apple Reportedly Delays Next iPhone Air Launch Amid Weak Sales

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Apple has reportedly decided to delay the next version of its iPhone Air until after fall 2026, according to a report from The Information, citing sources familiar with the matter.

The move comes just a year after Apple introduced the iPhone Air (2025), a thinner and lighter addition to its flagship lineup designed to appeal to consumers seeking a sleek, minimalist form factor. However, analysts say demand for the model has been weaker than expected, raising concerns about the market appetite for design-focused variants that make performance trade-offs.

While praised for its elegant design, the iPhone Air’s smaller battery and pared-down camera system were viewed by some consumers as compromises compared to the iPhone Pro and Pro Max models.

Apple has not commented on the report, and Reuters said it could not independently verify the delay.

In October, Apple announced that the iPhone Air would be available for pre-order in China, following regulatory approval for eSIM-only connectivity, meaning the model is sold without a physical SIM tray.

The delay signals that Apple may be reassessing its strategy for the Air model as global smartphone demand remains under pressure and competition intensifies in China and other key markets.

Apple Forecasts Strong Holiday Quarter as iPhone 17 Demand Surges

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e CEO Tim Cook announced forecasts for the company’s upcoming holiday quarter that surpass Wall Street expectations, driven by robust demand for the new iPhone 17 lineup despite ongoing supply challenges. Cook expects iPhone sales to grow by double digits year-over-year and total revenue to rise between 10% and 12% in Apple’s fiscal first quarter of 2026.

The company’s previous quarter saw iPhone sales fall short of projections due to shipping delays and supply constraints, particularly in China, where the launch of the ultra-thin iPhone Air was delayed. However, the shortfall was offset by strong sales in other product categories, such as AirPods featuring AI-powered translation capabilities.

Apple’s quarterly revenue reached $102.47 billion with profits of $1.85 per share, beating Wall Street’s expectations. Shares rose 3.7% in after-hours trading following the announcement.

Cook said supply constraints on several iPhone 17 models persist, but the company is working rapidly to fulfill orders. “It’s a good problem to have,” he remarked, emphasizing Apple’s confidence in returning to growth in China during the next quarter.

The company’s broader strategy focuses on integrating advanced AI features into its ecosystem. While rivals have surged ahead in AI, Cook confirmed that Apple is making “good progress” on major Siri upgrades expected next year. With its new iPhone Air, enhanced Pro models, and strong holiday demand, Apple is poised for one of its most profitable quarters yet.