The mobile phone market share has undergone a dramatic transformation over the past 18 years, with once-dominant brands like Nokia and BlackBerry fading into obscurity while Apple and Samsung rose to prominence. According to data from Gartner, Counterpoint Research, and StatCounter, compiled by Civixplorer, the period from 2007 to 2025 reveals a landscape where no brand is guaranteed lasting success.
In 2007, the mobile industry was dominated by classic phones from brands like Nokia, Motorola, and Samsung. The launch of the first iPhone that year marked a turning point, setting the stage for a paradigm shift in how we use mobile devices.
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The Rise and Fall of Mobile Giants
Nokia, once the undisputed leader, held a massive share of the market in 2007. Its durable, user-friendly phones were ubiquitous. However, the company struggled to adapt to the smartphone revolution, and by the time it partnered with Microsoft for Windows Phone, it was too late. Similarly, BlackBerry (formerly RIM) enjoyed a strong following among business users but failed to keep up with touchscreen innovation.
Motorola, another iconic brand, had its highs with the Razr but eventually lost ground. These brands illustrate how quickly fortunes can change in the tech world.
Apple and Samsung: The New Dominators
Apple's iPhone redefined the smartphone, and the company quickly gained a loyal following. Samsung, initially a minor player, bet big on Android and became the largest smartphone maker by volume. Together, they now dominate the market, but even their positions are not unassailable, as competition from Chinese brands like Huawei, Xiaomi, and Oppo intensifies.
The data shows that Apple and Samsung have maintained strong shares, but the gap is narrowing. In recent years, Huawei briefly overtook Samsung in global shipments before US sanctions hindered its progress. The background to this story is set out in iPhone 18 Pro Max Review: Apple's Biggest and Longest-Lasting. A related thread runs through Folding iPhone Unveiled: Apple's New CEO Takes Center Stage. Earlier coverage in Best iPhone 2025: Expert Guide to Choosing Your Apple Smartphone shows how the argument developed.
Key Takeaways from 18 Years of Market Share Data
- Nokia's decline: From over 40% share in 2007 to less than 5% by 2015, a cautionary tale of missed transitions.
- Apple's steady climb: From 3% in 2007 to around 20% in 2025, driven by premium devices and ecosystem lock-in.
- Samsung's resilience: Consistent innovation and a broad portfolio keep it at the top.
- Chinese manufacturers' rise: Brands like Xiaomi and Oppo now account for a significant portion of global sales.
- BlackBerry's fall: Once a corporate staple, now a relic, highlighting the importance of adapting to consumer trends.
Market Share Comparison: 2007 vs. 2025
| Brand | 2007 Market Share | 2025 Market Share |
|---|---|---|
| Nokia | ~40% | <1% |
| Samsung | ~10% | ~20% |
| Apple | ~3% | ~20% |
| Motorola | ~15% | ~2% |
| BlackBerry | ~5% | 0% |
| Others (including Chinese brands) | ~27% | ~57% |
Note: Figures are approximate and based on global smartphone shipments.
What This Means for Consumers and the Industry
For consumers, the shift means more choices and better technology, but also the risk of brand discontinuation and ecosystem lock-in. For the industry, it underscores the need for constant innovation and agility. A closer look at the same subject appears in Nokia's AI Transformation: From 3310 to Data Center Powerhouse. Anyone following the wider picture can start with iPhone 18 Pro and iPhone Duo: Inside Apple's Latest Launch. The same theme surfaces in Apple iPhone 18 Pro Review: Big Changes, Small Differences, which takes a different angle.
The lesson is clear: no brand is too big to fail. Companies must anticipate trends and adapt quickly. As we look to the future, emerging technologies like AI and foldables could reshape the market once again. Context on how this played out before sits in iPhone Duo Preorder: Apple's First Foldable Now Available. A companion piece, Nokia FC Barcelona Phone with Football Snake Edition on Sale, approaches the same subject from another angle.
FAQ
Why did Nokia lose its market share?
Nokia was slow to embrace the smartphone revolution, sticking with its Symbian OS while Apple and Android offered more intuitive touchscreen experiences. Internal struggles and a failure to innovate quickly led to its decline.
Will Apple and Samsung maintain their dominance?
While they currently lead, competition from Chinese brands and the constant evolution of technology mean they must continue to innovate. Apple's strong ecosystem and Samsung's diverse portfolio give them advantages, but nothing is guaranteed.
What was the impact of the iPhone's launch in 2007?
The iPhone redefined the smartphone with its touchscreen interface and app ecosystem, shifting the industry from hardware-focused to software and services. It set a new standard that competitors had to follow.
Which brands are likely to rise next?
Chinese manufacturers like Xiaomi, Oppo, and Vivo are already gaining ground. Emerging players focusing on AI, foldable screens, or niche markets could also disrupt the status quo.
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