Emerging international locations are driving the smartphone market. Queen Apple | EUROtoday

The launch of the iPhone 17 had a major influence within the fourth quarter, whereas the iPhone 16 continued to carry out effectively in international locations resembling Japan, India and Southeast Asia. Also pushing demand additional was the so-called “rebound effect” of the post-Covid alternative cycle: hundreds of thousands of customers, who had postponed the improve through the pandemic, returned to the market.

In the fourth quarter of 2025, Apple achieved a report one-quarter share of world shipments, the very best degree the corporate has ever recorded in a single quarter.

Samsung got here in second place with 19% of the market and a extra restricted progress of 5% per 12 months. The relaxation is a condensation of Chinese producers (led by Xiaomi, then Vivo after which Oppo).

Outside the highest 5, some rising manufacturers have achieved very good outcomes. Nothing and Google, for instance, recorded progress of 31% and 25% respectively in 2025, tapping niches of customers attracted by distinctive designs, software program integration and extra aggressive pricing methods.

2026: estimates lowering

The gaze, nevertheless, is already turned to 2026, and the image seems extra complicated. According to Counterpoint, the worldwide smartphone market is ready to gradual as a consequence of DRAM and NAND shortages and rising element prices. Chipmakers are prioritizing investments in information facilities for synthetic intelligence, taking manufacturing capability away from the smartphone section. The first will increase in retail costs are already beginning to emerge. And on this situation, the analysis agency has revised its estimates downwards for 2026, slicing its cargo forecasts by round 3%.