What you need to know
- Google Pixel shipments grew 25% in 2025, but the brand still trails far behind Apple and Samsung globally.
- Apple led global smartphone growth in 2025, boosted by strong iPhone sales and expansion in emerging markets.
- Samsung shipments grew year over year, but its global market share slipped as competition intensified.
- Smartphone shipments may decline in 2026 due to DRAM shortages and expected price hikes.
According to a new report, Google had a strong 2025, with Pixel sales growing by around 25%. Despite that growth, the data shows that the Pixel brand still trails well behind Apple and Samsung in overall shipments.
Counterpoint Research has released its global smartphone shipment report for 2025, stating that overall smartphone shipments grew 2% year over year compared to 2024. Apple emerged as the biggest beneficiary, with the report claiming the Cupertino company saw a 10% year-over-year increase in shipments, pushing its global market share to 20%.
The report attributes Apple's performance to a strong product mix from the iPhone 16 and iPhone 17 lineup, along with increased traction in emerging and mid-sized markets. This growth came at the expense of some Android brands, as Samsung's market share slipped to 19% in 2025 from 20% in 2024, despite shipments growing by nearly 5% year over year.
A good year for Pixel, but still a long road ahead
Google, meanwhile, enjoyed a standout year. Driven by the Pixel 9 and Pixel 10 series, Pixel shipments grew 25% in 2025 compared to the previous year. That said, Google still remains under the "Others" category in the report, a segment that actually saw its overall market share decline by 1%.
The report also notes that Nothing recorded strong momentum, with shipments increasing by nearly 31% in 2025, though it too remained part of the "Others" category. Among other Android brands, Xiaomi held onto the third spot with a 13% market share, while Vivo posted a modest 3% year-over-year increase in shipments.
Looking ahead, Counterpoint warns that overall smartphone shipments could decline in 2026 due to DRAM shortages and as chipmakers prioritize AI data centers over smartphones. Price hikes may also play a role, with Samsung reportedly considering increases for its upcoming Galaxy S26 series.
