Global Smartphone Market: Two Leaders, and the Fight to Challenge Them

On the surface, Samsung and Apple stand out as leaders in the latest GSMA Intelligence data, together accounting for over 40% of the global smartphone market. But just as striking is the contest for the #3 spot — a space where Xiaomi, Vivo, Oppo, Tecno and others are carving out meaningful regional positions. This fragmentation shows how much the balance of power depends on local dynamics.

Samsung holds 20.7% of smartphones in use worldwide, with Apple close behind at 19.6%. These figures are based on active devices rather than shipments, which is important because it reflects the smartphones people are actually using today. Shipment data can swing from quarter to quarter depending on product launches and channel inventory, and it misses the growing refurbished market. Usage data, by contrast, captures the full installed base — the devices that determine network traffic, shape consumer behaviour, and anchor digital ecosystems.

The strength of Apple in North America and Europe is well established. Close to 60% share in the U.S. and Canada, and over a third in Europe, puts the company in a league of its own in terms of premium brand loyalty and ecosystem lock-in. Our own consumer survey data shows Apple with a net loyalty score of 80% across all surveyed markets – remarkable in a sector where switching has traditionally been the norm.

But step outside those regions, and the picture changes dramatically. Xiaomi has established itself as the perennial #2 in much of APAC, Eurasia, MENA and Latin America. Its retail expansion, online and offline, has given it a consistency few challengers can match. Meanwhile, Vivo and Oppo are making India their stronghold – together with Xiaomi they account for over half the market, with Vivo alone now approaching a quarter.

Africa adds yet another layer of complexity. Samsung leads overall at close to 29%, but Tecno has reached 23% across Sub-Saharan Africa and is the outright leader in several markets. This is a story of localisation: devices optimised for local languages, pricing tuned to household budgets, and distribution networks that reach where others cannot.

What’s striking in the smartphone landscape is the fragmentation. Yes, Samsung and Apple still take the top two slots globally, but there’s no single challenger brand filling the “number three” role worldwide. Instead, we see regional champions: Xiaomi in Latin America and MENA, Motorola in parts of Latin America with 16% share, Huawei sustaining close to 19% in China despite headwinds, and Tecno reshaping Africa.

The implication is clear: the smartphone market is no longer just about the global duopoly. It’s about regional ecosystems, distribution muscle, and an ability to adapt to local consumer realities. For operators, retailers and investors, the question is less “who is number one?” and more “which brand is shaping the market in this region, and why?”.

Looking ahead, expect more fragmentation, not less. Samsung and Apple will remain powerful anchors, but the middle ground will continue to be contested by a rotating cast of OEMs that thrive in their home or regional bases. The game is shifting from global scale to local resonance – and that’s where the next opportunities will lie.

The data behind this analysis is available on GSMA Intelligence for all countries. You can also view the full report here: Smartphone vendor market shares