Honor, Nothing, and Google Pixel Lead Smartphone Growth in 2025
In 2025, the global smartphone market experienced a modest growth of approximately 2%, setting the stage for anticipated challenges in 2026, including a projected 7% decline due to industry factors like memory shortages. Amidst this landscape, brands such as Honor, Nothing, and Google Pixel emerged as significant growth leaders.
According to Omdia’s report, both Apple and Samsung achieved a 7% year-over-year increase, each capturing 19% of the market share. Apple narrowly secured the top position as the world’s largest smartphone brand in 2025. The market shares and growth rates of leading brands were as follows:
– Apple: 19% (+7% YoY)
– Samsung: 19% (+7% YoY)
– Xiaomi: 13% (-2% YoY)
– Vivo: 8% (+4% YoY)
– Oppo: 8% (-3% YoY)
– Transsion: 8% (-8% YoY)
– Honor: 6% (+11% YoY)
– Lenovo: 5% (+6% YoY)
– Huawei: 4% (+2% YoY)
– Realme: 3% (-13% YoY)
– Others: 6%
Honor stood out with an impressive 11% year-over-year growth, marking the highest among major brands. This substantial increase underscores Honor’s successful strategies in product development and market penetration.
Smaller brands also demonstrated remarkable growth rates. Nothing led with an 86% year-over-year increase, while Google Pixel achieved a 25% growth. Although these percentages are significant, they reflect growth from a smaller base compared to industry giants.
Looking ahead, these brands are preparing for upcoming product launches. Google plans to release the Pixel 10a later this month, Honor is set to unveil its next foldable device at the Mobile World Congress in March, and Nothing is gearing up to announce the Phone (4a) lineup.
