Top smartphone brands: Apple tops globally; India key for Xiaomi, Vivo

By Afiur April 05, 2026

Global smartphone shipments remain concentrated among a few key players. Data from Counterpoint Research for Q4 2025 shows how leading brands continue to shape the market.

1.Apple Leads the Pack

Apple holds the top spot with a 25% global market share, driven by strong demand for its premium devices and ecosystem.

2. Samsung Holds Strong Second Position

Samsung accounts for 18% of the market, maintaining its presence across both premium and mid-range segments globally.

3. Xiaomi Secures Third Place

Xiaomi captures 11% market share, supported by competitive pricing and a wide product portfolio.

4. Vivo Remains Competitive

Vivo holds 8% share, continuing to perform well in key Asian markets with its mid-range offerings.

5. Oppo Maintains Market Presence

Oppo also has 8% share, driven by steady sales and focus on camera-centric smartphones.

All other smartphone brands together account for 29% of the global market, showing strong competition ahead of the top five.

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