Global smartphone shipments in 2025 are expected to see only slight year-on-year growth, with the Chinese market accounting for nearly one quarter of the world’s total. This market also exhibits a high level of brand concentration, with the top five brands collectively capturing over 80% market share. Looking ahead to next year, the Chinese market may face a decline as the effects of subsidies diminish or are eliminated.

Key Highlights

• The global smartphone shipment volume in 2025 is expected to show only a slight year-on-year increase, with the Chinese market accounting for nearly one quarter of worldwide shipments—significantly higher than India’s roughly 10%. China has secured an absolute advantage thanks to robust domestic demand and a comprehensive supply chain.
• The combined market share of the top five smartphone brands in China surpassed 80%, indicating further market concentration compared to 2023.
• At the end of 2023, Huawei launched a new generation of self-developed processor chips, and this year its handsets are fully equipped with HarmonyOS. By integrating hardware with software, Huawei has firmly established itself in the high-end market, successfully recovering the market share it lost due to US sanctions.
• In emerging markets, soaring memory prices have pushed up the retail price of low-end models, weakening sales momentum. As a result, their market share could be negatively impacted in 2026.
• Apple ranked fifth in market share in China, facing strong competition from Huawei and local brands. With memory costs expected to rise sharply by 2026, Apple is anticipated to raise its prices, which could result in some consumers delaying upgrades or switching to the Android camp.

Table of Contents

1. Key Points
2. Updates on Smartphone Market
   • Global Smartphone Shipment Market Share by Region
   • Sales Ratio of Chines Smartphones

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