Global smartphone shipments grew by 2% year-on-year in 2025, reaching a total of 1.25 billion units, according to the latest research from Omdia. This marks the highest annual shipment level since 2021, driven by demand from both upgraders and replacement buyers.
While most regions experienced growth compared to 2024, Greater China saw a marginal decline, attributed to the fading impact of national subsidy schemes that had boosted performance earlier in the year. The market closed 2025 on a positive note, with the fourth quarter (4Q25) registering 4% year-over-year growth. However, Omdia notes that rising costs for key components and memory began to impact volume growth expectations leading into 2026.
Vendor Performance: Top 5
Apple retained its position as the world’s largest smartphone vendor for the third consecutive year, achieving its highest-ever annual volume. iPhone shipments rose 7% to reach 240.6 million units. The company reported an all-time high volume for the fourth quarter, with a notable 26% year-on-year growth in Mainland China, reportedly driven by demand for the iPhone 17 series.
Samsung secured the second spot, recording a 7% year-on-year growth to finish marginally behind Apple. This performance marks a rebound for the company following three years of annual declines. Samsung’s fourth quarter saw shipments increase by 16% year-on-year, supported by steady demand for its flagship Galaxy S and Z series, as well as a recovery in its mass-market A0x and A1x series.
Xiaomi maintained the third position despite a 2% decline in shipments for the year. The company faced a contraction in the fourth quarter in key markets and softness in the entry-level segment. The report suggests that Xiaomi’s focus remains on expanding value through a broader portfolio, ranging from its POCO brand to premium devices and AIoT products.
vivo moved up to the fourth position for the first time, shipping 105.3 million units, a 4% increase. This growth was driven by sustained performance in its domestic market and continued success in India.
OPPO rounded out the top five with 100.7 million units shipped, a 3% decrease from 2024. Although the company faced a challenging first half of the year, it returned to growth in 4Q25, aided by the launch of new A6x models. Strategic changes are anticipated for 2026, with realme expected to integrate under OPPO’s umbrella, potentially altering the company’s volume and market positioning.
Emerging Growth and Market Trends
Beyond the top five, several other vendors reported significant growth. HUAWEI reclaimed the top spot in Mainland China for the first time in five years. Lenovo and HONOR reached record highs, growing 6% and 11% respectively. Nothing was identified as the fastest-growing vendor of 2025, with shipments increasing by 86% to surpass 3 million units.
Data from Omdia places HONOR as the top-ranking brand for year-over-year growth among the top ten global vendors. Additionally, IDC data for the first three quarters of 2025 indicates that HONOR led the top ten brands in overseas shipment growth in the premium smartphone segment (above $300) and the upper-mid consumer tablet segment ($300-600).
Outlook for 2026
Looking ahead, the industry is preparing for major announcements at MWC Barcelona in March 2026. Media reports suggest that HONOR may unveil new hardware, including a “Robot Phone” and a new foldable device, the Magic V6, as part of its “Alpha Plan.”
Despite the positive momentum from 2025, the industry faces headwinds entering the new year, specifically regarding component costs which may influence shipment volumes in the first quarter of 2026.