GOOGLE PIXEL POSTS 25% GROWTH IN 2025 AS APPLE CLAIMS GLOBAL SMARTPHONE LEAD

Apple strengthened its position at the top of the global smartphone market in 2025, while Google continued to expand the reach of its Pixel lineup at a pace that outstripped the broader industry.

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New data from Counterpoint Research shows Apple increasing its global smartphone market share to 20%, overtaking Samsung at 19%, as Pixel shipments rose 25% year over year from a much smaller base.

The figures reflect a year in which premium smartphones regained momentum after a period of demand softness, while mid-range and regionally focused devices found growth through targeted distribution and longer product cycles. Apple's gains were driven primarily by sustained demand for the iPhone 17 lineup and continued sales of the iPhone 16 series, while Google's Pixel growth came from deeper penetration in select markets rather than broad global scale.

APPLE'S RISE TO THE TOP OF THE GLOBAL MARKET

Apple's move into the leading global position marked a notable shift in a market that Samsung had dominated for years. According to Counterpoint, Apple's share grew by roughly 10% in 2025, reaching one-fifth of all global smartphone shipments. The increase was not tied to a single breakout model, but to a combination of steady demand across multiple price tiers and extended sales cycles for existing devices.

The iPhone 17 series played a central role, particularly in North America, Western Europe, and parts of Asia-Pacific, where Apple continues to benefit from strong brand loyalty and long-term software support. At the same time, the iPhone 16 models remained in active rotation throughout the year, giving Apple a broader portfolio that appealed to both premium buyers and customers seeking slightly older hardware at reduced prices.

Counterpoint's data suggests that Apple's growth was also supported by expanding financing options and trade-in programs, which softened the impact of higher upfront prices in many regions.