Core Insights - Counterpoint Research forecasts a 3.3% year-on-year growth in global smartphone shipments by 2025, with Apple expected to reclaim the top position in market share at 19.4%, surpassing Samsung's 18.7% [5][6][9] - The strong performance of Apple's iPhone 17 series is anticipated to drive a 10% increase in iPhone shipments in 2025, with significant growth expected in key markets like China and the US [5][6][7] - The Chinese smartphone market is expected to see a divergence in performance among its top brands due to a sluggish domestic market and increased competition [5][10] Apple Insights - Apple's iPhone shipments exceeded expectations in Q3 2025, with a 9% year-on-year increase, driven by the successful launch of the iPhone 17 series [6][7] - The upcoming iPhone 17e and the first foldable iPhone are expected to further enhance Apple's market position, with a focus on high-end consumer demand in emerging markets [8] - The company benefits from a favorable macro environment, including lower-than-expected tariff impacts and a recovery in consumer confidence in key markets [7][8] Samsung Insights - Samsung is projected to achieve a 4.6% year-on-year growth in shipments by 2025, but will still lose its long-held top position in the global market [5][9] - The A series is expected to strengthen Samsung's growth in emerging markets, particularly in regions like India and Southeast Asia [9] - Despite a stable performance in mature markets, Samsung faces intense competition from Chinese brands in the mid-to-low-end market segments [9] Chinese Brands Insights - Major Chinese smartphone brands are increasingly relying on overseas markets for growth, with a clearer path in regions like India and Southeast Asia [10] - The transition to higher price segments and investment in premium devices are strategies to enhance profitability and reduce dependence on low-end markets [10] - Supply chain uncertainties, particularly in memory supply, pose challenges for growth, with a cautious outlook for 2026 where the top four brands are expected to see only a 1.7% growth rate [10]