Nothing and Google Set for Major Smartphone Shipment Growth in 2025 [Counterpoint Research Report]

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📝 Key Points of This Article

• Counterpoint Research has released a market report on global smartphone shipments for 2025.
• Global smartphone shipments in 2025 grew by +2% compared to the previous year (2024).
• Nothing and Google (Pixel) recorded strong shipment numbers, with year-over-year increases of +31% and +25%, respectively.

On Monday, January 12, 2026, global technology market research firm Counterpoint Research released its investigation report on global smartphone shipments for 2025.

Global smartphone shipments in 2025 grew by +2% year-over-year (YoY). Apple took the top spot with a 20% market share and a +10% YoY increase in shipments. Samsung followed in second place with a 19% share and +5% YoY growth. Xiaomi ranked third with a 13% share and flat growth (±0% YoY). In fourth place, vivo (8% share, +3% YoY) and OPPO (8% share, -4% YoY) were tied. The combined share of all other manufacturers accounted for 32% of the market.

For comparison, global smartphone shipments grew by +4% YoY in 2024. This means growth slowed slightly in 2025, though the market has now seen two consecutive years of growth.

According to Counterpoint Research, within the 32% share held by “other” manufacturers, Nothing recorded a +31% YoY increase in shipments, while Google (Pixel) saw a +25% YoY increase, both marking exceptionally strong performances. Since both Nothing and Google Pixel are highly popular in the Japanese market, sales in Japan likely contributed significantly to these figures.

However, the impact of global memory shortages and skyrocketing prices is expected to emerge in 2026. As a result, global smartphone shipments in 2026 may decline compared to 2025.

Source：Counterpoint Research