On March 3, market research agency Omdia released its 2025 annual report on the global smartphone market. Data shows that global smartphone shipments will increase by 2% year-on-year in 2025, reaching 1.25 billion units, the highest level since 2021.
Regional performance showed divergence. Except for Greater China, shipments in all regions around the world achieved year-on-year growth. In mainland China, the incentive effect of subsidy policies was less than expected, and shipments declined slightly.
In terms of manufacturer rankings, Apple ranked first in the world for the third consecutive year with shipments of 240.6 million units, a year-on-year increase of 7%, setting a record high in annual iPhone shipments. Samsung ended three consecutive years of decline and achieved a strong rebound with a year-on-year growth of 7%. Its shipments were slightly lower than Apple's and ranked second. Xiaomi maintained its top three position in the world. Although it faced pressure at the end of the year, it maintained its ranking due to its success in the Indian market and its stable performance in the domestic market. Vivo ranked fourth in the world for the first time, shipping 105.3 million units throughout the year, a year-on-year increase of 4%. OPPO ranked fifth, and its shipments were under pressure in the first half of the year. In the second half of the year, it returned to growth in the fourth quarter with the A6x series of new phones, with full-year shipments of 100.7 million units, a year-on-year decrease of 3%. The report mentioned that with the merger of realme into OPPO in 2026, the scale of OPPO's system will be further expanded and is expected to hit a higher ranking.