According to a new report from Counterpoint Research, Xiaomi maintained its third position in the global smartphone market in 2025. The company held a 13 per cent market share, demonstrating stable global performance, especially at a time when the smartphone industry is facing numerous challenges.
The report attributes Xiaomi’s resilience to its premiumization strategy, consistent demand in emerging markets, and a balanced portfolio of flagship and mid-range devices. Xiaomi recorded strong performance in regions such as Latin America and Southeast Asia, where the company sustained stable shipments through effective channel management and localised market strategies.
While Apple secured the top spot with a 20 per cent market share in 2025, Samsung ranked second with 19 per cent, and Xiaomi held its ground despite challenging industry conditions. The report also notes that Chinese brands, such as Xiaomi, had to carefully manage a balance between intensifying competition and rising cost pressures.
Other brands, such as Vivo and OPPO, also maintained a presence in the global market. However, OPPO faced weaker demand in China and the Asia-Pacific region. In comparison, Xiaomi’s more balanced strategy helped it avoid significant declines during the year.
Looking ahead, Counterpoint Research believes that the global smartphone market may face increased pressure in 2026. Factors such as DRAM and NAND shortages, rising component costs, and the prioritisation of AI data centres could negatively impact smartphone shipments. In this environment, brands with a strong foothold in the premium segment may be better positioned to withstand market challenges.
For Xiaomi, its strong presence in emerging markets and diversified product mix could play a crucial role in navigating these challenges in the coming years.
(Source)
