Jan. 12 at 1:33 PM
Apple led the global smartphone market in 2025 with a 20% share and a 10% increase in shipments, far outpacing overall industry growth. Demand was driven by expansion in emerging markets and strong performance from the iPhone 17 lineup, while the iPhone 16 remained popular in regions such as Japan, India, and Southeast Asia.
Looking ahead to 2026, Apple faces potential headwinds as global smartphone shipments are expected to decline due to sharply rising memory prices, which could pressure margins. Even so, Apple has several levers to offset these costs, including a strong iPhone 18 launch, a deeper AI partnership with Google, and long-awaited upgrades to Siri that could lift average selling prices and support continued revenue growth.
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