The smartphone market saw a 4% growth in Q4 2025, with Apple maintaining its dominance. According to Omdia's preliminary data, Apple's iPhone 17 series continued to dominate, capturing a record 25% market share. This means that one in every four smartphones shipped in the last quarter of 2025 was an iPhone. The iPhone 17 series, launched in September, has sustained strong demand, and the holiday season further boosted sales of older models like the 16 series. However, the base iPhone 17 model was the primary driver of growth. Apple's iPhone 17 offers a range of storage and RAM configurations, with prices varying across regions. For instance, the 256GB 8GB RAM variant is priced at €849.99 in Europe, while the 512GB 8GB RAM version costs £999.00 in the UK. Samsung, in second place, achieved an 18% market share, primarily through its sub-$300 smartphones, such as the Galaxy A17 4G and A17 5G. Xiaomi secured third place with an 11% market share, followed by vivo and Oppo, each with 8%. Looking ahead, the smartphone industry faces challenges in 2026 due to rising memory costs and component shortages, particularly affecting budget-segment manufacturers.
