Despite impressive year-over-year growth, the Google Pixel brand still falls short of Apple and Samsung on a global scale.
What you need to know
– Google Pixel shipments increased by 25% in 2025, yet the brand remains significantly behind Apple and Samsung globally.
– Apple dominated global smartphone growth in 2025, fueled by robust iPhone sales and expansion into emerging markets.
– Samsung experienced year-over-year shipment growth, but its global market share decreased as competition heightened.
– Smartphone shipments may drop in 2026 due to DRAM shortages and anticipated price increases.
According to a fresh report, Google had a robust 2025, with Pixel sales rising by approximately 25%. Despite this growth, the figures indicate that the Pixel brand still significantly trails Apple and Samsung in total shipments.
Counterpoint Research has unveiled its global smartphone shipment report for 2025, revealing that total smartphone shipments grew by 2% year over year compared to 2024. Apple emerged as the primary beneficiary, with the report noting a 10% year-over-year increase in shipments for the Cupertino company, elevating its global market share to 20%.
The report attributes Apple’s success to a strong product lineup from the iPhone 16 and iPhone 17 series, along with growing traction in emerging and mid-sized markets. This increase came at the cost of several Android brands, as Samsung’s market share dipped to 19% in 2025, down from 20% in 2024, even as shipments rose by nearly 5% year over year.
A positive year for Pixel, but still a lengthy journey ahead
Google, on the other hand, celebrated a remarkable year. Driven by the Pixel 9 and Pixel 10 series, Pixel shipments surged by 25% in 2025 compared to the prior year. Nevertheless, Google remains categorized under “Others” in the report, a segment that actually witnessed a 1% decline in its overall market share.
The report also highlights that Nothing gained significant momentum, with shipments increasing by nearly 31% in 2025, although it too remained within the “Others” category. Among other Android brands, Xiaomi maintained the third position with a 13% market share, while Vivo achieved a modest 3% year-over-year rise in shipments.
Looking forward, Counterpoint cautions that overall smartphone shipments may decrease in 2026 due to DRAM shortages and as chipmakers focus more on AI data centers than smartphones. Price increases could also be a factor, with Samsung reportedly contemplating hikes for its upcoming Galaxy S26 series.