Narrative: Global Smartphone Vendor and OS Market Share by Region: Q4 2025

YoY global smartphone shipments increased 3.3% in Q4 2025, as the Middle East and Africa generated double-digit growth rates. Apple remained leader in Q4 2025.

Global smartphone shipments increased year-over-year (YoY) by 3.3% in the final quarter. In the full year of 2025, the market grew 2.6% YoY, moderating from the previous year amid geopolitical instability, persistent inflationary pressures, and trade protectionism. Among all regions, the Middle East and Africa stood out with double-digit growth rates in Q4 and 2025. Only Central and Eastern Europe declined due to the prolonged conflicts between Russia and Ukraine. Apple maintained its leadership in Q4 2025 and surpassed Samsung for the full year for the first time since 2011, although the Korean giant also improved its market share throughout 2025. Xiaomi, vivo, Transsion, OPPO (including OnePlus), Honor, Lenovo-Motorola, Huawei, and Realme remained in the top 10.