Overview: This report is part of a series of reports which track the mobile handset market: Smartphone and Feature Phone shipments every quarter for more than 140 brands covering more than 97% of the total device shipments in the industry.

The deliverable includes

  • Single pivot format giving in-depth analysis of global markets
  • 140+ brands now in comparison to 95 brands earlier
  • Break out of three key countries in each region to give a further granular view of the regions
  • 18 countries view as compared to six earlier
  • More visuals and analysis by country and by regions


To quickly summarize:

  • The global smartphone market continued its recovery in the fourth quarter as well, registering 4% YoY growth in Q4 2025. The quarter was driven by strong year-end demand in North America, Western Europe, and Korea alongside steady momentum in emerging markets. Market outperformed expectations in Q4, set record quarter shipments, ASPs and revenues.
  • North America emerged as the fastest-growing major region in Q4 2025, growing 8% YoY, driven by strong flagship demand, aggressive carrier promotions, and seasonal replacement cycles in the US.
  • CALA (Latin America) grew 7% YoY, driven by improving demand in key markets. CALA performed better than expected, largely due to Samsung and HONOR’s growth, and as Mexico stabilised towards end of Q4.
  • Asia Pacific grew 2% YoY in Q4 2025, with mixed performance across key markets. China remained flat YoY but rebounded strongly sequentially from Q3 as demand improved toward the year-end.
  • India also remained flat; however, shipments declined sequentially following festive front-loading in Q3. Japan grew 5% YoY in Q4 2025, driven by year-end sales campaigns and seasonal demand.
  • Korea recorded healthy growth with 18% YoY as smartphone demand recovered modestly, driven mainly by selective replacement purchases of newly launched flagship models and targeted year-end promotions rather than broad-based expansion.
  • Western Europe smartphone shipments increased 5% YoY in Q4 2025. Growth was driven by strong flagship demand, with Samsung recovering on a soft base and Apple benefiting from solid demand for the iPhone 17. Eastern Europe declined 3% YoY in Q4 2025, weighed down by a sharp drop in Russia despite growth in several other markets.