Smartphone data points to market turbulence ahead
This report is available to those subscribed to the Digital Consumer module.
The GSMA Device Database, where smartphone vendors register all mobile device serial numbers in advance of shipping, is the authoritative source for mobile device data. Drawing from this dataset, and using GSMA Intelligence estimates, we examine: the aftermath of a year like no other in 2020; Apple's record-setting Q4 that catalysed the start of a market recovery; and the turbulence facing some of the world’s top smartphone vendors. The allocation of device serial numbers does not determine the precise amount of shipments in a quarter, but instead provides a unique forward-looking view of smartphone vendor estimates for each of their device models.
Related research
Smartphone vendor market shares: leaders by region and the opportunities to challenge established players
OEM smartphone market shares vary significantly by region and country, offering opportunities to smaller vendors to challenge established players and gain new customers. This report provides granular data on smartphone market shares at global, regional and country levels. The data can be used to formulate or adjust commercial strategies for customer growth and market priorities.
OEMs in Focus: Smartphone Market Shares Dashboard 2025 by region and country
This dashboard provides granular data on OEM smartphone market shares, highlighting leaders, followers and challengers in each country and region, and at the global level. It is a valuable asset not only for OEMs looking to adjust their growth strategies and targets, but also for other players whose businesses heavily rely on smartphone dynamics, including operators and providers of digital services.
Industry Checkpoint: consumer eSIM, Q3 2025
As the telecoms industry and wider digital ecosystem evolve at an unprecedented rate, regularly assessing major developments and their implications is more important than ever. This edition of the Industry Checkpoint series focuses on consumer eSIM, highlighting how the market has changed in the last six months and its implications.
Authors
How to access this report
Annual subscription: Subscribe to our research modules for comprehensive access to more than 200 reports per year.
Enquire about subscriptionContact our research team
Get in touch with us to find out more about our research topics and analysis.
Contact our research teamMedia
To cite our research, please see our citation policy in our Terms of Use, or contact our Media team for more information.
Learn moreRelated research
Smartphone vendor market shares: leaders by region and the opportunities to challenge established players
OEM smartphone market shares vary significantly by region and country, offering opportunities to smaller vendors to challenge established players and gain new customers. This report provides granular data on smartphone market shares at global, regional and country levels. The data can be used to formulate or adjust commercial strategies for customer growth and market priorities.
OEMs in Focus: Smartphone Market Shares Dashboard 2025 by region and country
This dashboard provides granular data on OEM smartphone market shares, highlighting leaders, followers and challengers in each country and region, and at the global level. It is a valuable asset not only for OEMs looking to adjust their growth strategies and targets, but also for other players whose businesses heavily rely on smartphone dynamics, including operators and providers of digital services.
Industry Checkpoint: consumer eSIM, Q3 2025
As the telecoms industry and wider digital ecosystem evolve at an unprecedented rate, regularly assessing major developments and their implications is more important than ever. This edition of the Industry Checkpoint series focuses on consumer eSIM, highlighting how the market has changed in the last six months and its implications.
- 200 reports a year
- 50 million data points
- Over 350 metrics