Global smartphone brand share reflects which manufacturers ship the most devices and capture the most value each quarter. Market leaders typically include Apple, Samsung, and a group of Chinese brands (Xiaomi, Oppo, Vivo, Honor, Realme), with regional variation: Apple and Samsung dominate in North America and Europe, while in Asia and Africa brands like Tecno, Infinix, and Realme hold large share. Share is usually reported in two ways: by unit shipments (volume) and by revenue (value). Apple often leads on revenue with a smaller share of units, thanks to higher average selling prices, while volume leaders may have lower revenue share.
Quarterly data from analysts such as IDC, Counterpoint, and Canalys is aggregated here to show trends over time. Year-over-year and quarter-over-quarter changes help identify which brands are gaining or losing ground. Factors that move share include product cycles (e.g. new iPhone or Galaxy launches), supply constraints, and regional economic conditions. Use the chart below to explore brand share over recent quarters and compare leaders across regions from the main Market hub.
For country-level breakdowns—including top brands in Nigeria, India, the US, and others—see the Market Insights page and the Regional / Country tab. You can also compare devices head-to-head and check device specs and prices by brand.