New Delhi, Jan. 12 -- Tech giant Apple has reportedly beaten Samsung and Xiaomi to emerge as the world's leading smartphone brand in 2025, as global shipments recorded modest growth driven by stronger demand in emerging markets.

According to Counterpoint Research, worldwide smartphone shipments rose 2% year on year during 2025, signalling a gradual recovery for the sector after a prolonged slowdown.

Counterpoint attributed the growth largely to improving economic conditions and rising consumer demand in emerging economies. These markets played a critical role in offsetting softer demand in several developed regions, where replacement cycles remain stretched.

The research firm said overall market momentum improved steadily through the y...