Samsung has been dethroned as the leading smartphone manufacturer, as a new contender has taken the crown.
In the rapidly evolving world of smartphone technology, Apple, Samsung, and Xiaomi continue to dominate the global market. Here's a closer look at the trends and challenges these brands are likely to face in the coming months.
### Apple
Apple's Q1 2025 performance saw a 4% sales increase, with the company becoming the global number one smartphone maker. The success of the new iPhone 16e and growth in Asian markets, particularly Japan, India, and Southeast Asia, have contributed to Apple's lead over Samsung.
For the second half of 2025, Apple is expected to maintain its momentum, primarily due to the upcoming launch of the iPhone 17 series and continued demand for the iPhone 16 and 15 series. Apple is also focusing on ecosystem product bundling, which may strengthen customer retention and drive future growth.
However, Apple faces persistent challenges in China, with shipment declines indicating increased local competition and possibly shifting consumer preferences towards domestic brands. Potential tariff impacts in North America could also affect Apple’s cost structure and pricing strategy. To sustain growth, Apple must continue to innovate—both in hardware and ecosystem integration—amid rising global competition and saturated premium markets.
### Samsung
Samsung reclaimed its position as the global market leader in Q2 2025, shipping 58 million units and capturing nearly 20% market share. The Galaxy A-series, especially models like the A36 and A56, drove much of Samsung’s growth, bringing advanced features such as Galaxy AI to mid-tier devices and stabilizing performance in key markets.
Samsung’s leadership in foldable phones and AI-driven features continues to enhance brand stickiness and attract both new and loyal customers. However, despite its lead, Samsung faces fierce competition across segments, not just in smartphones but also in related markets like semiconductors and TVs. Growth rates, though strong, may face pressure as global smartphone demand plateaus and as competitors ramp up innovation, particularly in mid-range and foldable categories. Ongoing global supply chain uncertainties and cost inflation could also impact profitability and pricing flexibility.
### Xiaomi
Xiaomi maintained third place globally with a 14.4% market share, showing very modest growth. The brand saw strong demand in Central Europe and Latin America and maintained steady momentum in its home market, China. Xiaomi’s consistent portfolio updates, competitive pricing, and the success of AI-integrated premium devices (along with wider adoption of HyperOS) helped sustain its global presence.
However, Xiaomi’s growth has stalled compared to Apple and Samsung, indicating challenges in scaling further in a mature global market. While Xiaomi has made strides in premium devices, it faces tough competition from established players like Apple and Samsung, particularly in high-growth regions outside China. Sustaining or improving brand perception in developed markets remains a challenge, as Xiaomi continues to be seen primarily as a value-driven, rather than a premium, brand.
As we move into H2 2025 and beyond, all three brands will need to focus on AI integration, ecosystem development, and sustainable innovation to navigate a global market that remains highly competitive and increasingly sensitive to regional dynamics and macroeconomic factors. Industry experts predict a foldable iPhone from Apple in 2026, with details about the display and face recognition circulating. The global smartphone market may experience a slight decline partly due to new U.S. tariffs. For Apple, it's now about defending its crown in the global smartphone market, while Samsung aims to strike back. Xiaomi plans to launch the 16 Pro by the end of 2025, initially only in China. The success of each brand will depend on their ability to adapt to changing market conditions and consumer preferences.
The technology powerhouses, Apple, Samsung, and Xiaomi, are set to continue integrating AI and developing robust ecosystems as they navigate the increasingly competitive global smartphone market. Smartphones, such as the iPhone 17 series from Apple, are expected to be a significant driver for these brands in the coming months. Meanwhile, gadgets like the Xiaomi 16 Pro could present new challenges and opportunities in specific markets. Despite the shifts in market dynamics and potential tariff impacts, these companies strive to innovate and sustain growth in a saturated market, where the trend towards foldable technology may yet resurface in 2026.
