Overview: Following up on the series of quarterly Market Monitor reports, please find our latest report highlighting the value share for 42 brands. This report from Counterpoint’s Market Monitor service highlights the regional revenues and ASPs for 42 brands in the smartphone segment. These 42 brands together capture close to 94% of the total market by revenues.

To Quickly Summarise

• The global smartphone market delivered a record $142 billion in Q4 2025, growing 13% YoY, marking the highest-ever quarterly revenue. The growth was primarily driven by premiumization, early flagship launches, and pricing power amid memory shortages.
• Global smartphone ASP reached $425 for the first time, rising 9% YoY, driven by value expansion, higher BOM costs, stronger Pro model mix, and demand for premium and AI-enabled devices.
• Apple strengthened its leadership in Q4 2025, posting 23% YoY revenue growth, driven by the iPhone 17 super-cycle and stronger Pro model mix. ASP expansion across key regions, including the US and China, helped revenue growth beyond volume gains.
• Samsung recorded a 12% YoY revenue growth and 17% YoY shipment growth, the highest volume growth among the top five brands. Growth was volume-led, supported by the Galaxy A series and holiday promotions, although ASP declined 4% YoY due to a stronger mid-range mix.
• vivo grew revenue 6% YoY, while OPPO delivered stronger momentum with 21% YoY revenue growth and 6% YoY ASP growth in Q4 2025, supported by premium portfolio expansion and overseas market gains.
• The market is shifting from a volume-driven cycle to a value-led expansion phase. With moderate shipment growth, revenue and ASP reached record highs, showing consumers are prioritizing upgrades, premium features, financing options, and long-term device value over affordability alone.

Table of Contents:

• Pivot Table for Volume (Shipments)
• Pivot Table for Value (ASP, Revenues)
• Pivot Chart for Value (ASP, Revenues)
• Global Handset Volumes, ASP and Revenues
• Global Smartphone Volumes, ASP and Revenues
• Global Feature Phone Volumes, ASP and Revenues