TL;DR
Google's Pixel line has recovered from a slow start, finding footing with the Pixel 9 and further refinements in the Pixel 10. Counterpoint Research reports Google posted 25% year-over-year growth in 2025, though it still trails larger incumbents such as Apple and Samsung.
What happened
After early struggles, Google's Pixel series has seen a clear turnaround driven by product improvements beginning with the Pixel 9 and continuing into the Pixel 10. Market research from Counterpoint, cited by 9to5Google, shows Google achieved 25% year-over-year growth in 2025. Despite that momentum, global smartphone rankings remain led by Apple and Samsung: Apple closed the year with roughly 20% market share and 10% growth, while Samsung held about 19% with 5% growth. Xiaomi and Vivo occupy third and fourth positions globally, with Oppo in fifth. Google and OnePlus are outside the top five, reflecting the scale gap with those larger vendors. Analysts also flagged headwinds for 2026 — Counterpoint trimmed its shipment forecast by 3% and warned of upward pressure on prices. Separately, the industry is watching foldable phones for potential fixes to longstanding issues, and reports suggest Samsung will introduce new models in the coming months.
Why it matters
- A sustained Pixel recovery signals Google can compete more credibly in the premium smartphone segment, offering more choice to consumers.
- Strong year-over-year growth (25% in 2025) highlights momentum but does not yet equate to market leadership against Apple and Samsung.
- Projected price increases and a reduced shipments forecast could slow overall smartphone demand and influence buying decisions in 2026.
- Advances in foldable phone designs — and possible new entrants — could reshape product differentiation and future competition.
Key facts
- Counterpoint Research reported Google achieved 25% year-over-year growth in 2025 (reported via 9to5Google).
- Apple finished the year with about 20% global market share and 10% year-over-year growth.
- Samsung had approximately 19% market share with 5% year-over-year growth.
- Xiaomi and Vivo ranked third and fourth globally, with Oppo in fifth place.
- Google and OnePlus were listed outside the global top five smartphone vendors.
- The Pixel brand's turnaround is attributed in the coverage to gains starting with the Pixel 9 and refinements in the Pixel 10.
- Counterpoint revised its shipment forecast late in the year, cutting expected shipments by 3%.
- Analysts expect 2026 may bring price increases for smartphones and ongoing uncertainty about how product changes will affect sales.
What to watch next
- Whether Google can translate recent growth into sustained market share gains against Apple and Samsung — not confirmed in the source.
- Developments in foldable phone design and whether they resolve major issues highlighted by the industry.
- If Apple will enter the foldable market and what impact that would have on competition — not confirmed in the source.
- Samsung's planned new phone releases in the coming months and how they affect market dynamics.
Quick glossary
- Year-over-year (YoY) growth: A comparison of performance (such as sales or shipments) for one period with the same period in the previous year, expressed as a percentage change.
- Market share: The portion of total sales in a market captured by a company, typically expressed as a percentage of overall industry sales.
- Foldable phone: A smartphone that uses a flexible display and hinge mechanism to allow the device to fold, offering a larger screen in a more compact form factor.
- Counterpoint Research: An industry research firm that tracks global smartphone shipments, market share, and related trends.
Reader FAQ
How much did Pixel grow in 2025?
Counterpoint Research reported 25% year-over-year growth for Google in 2025 (per coverage cited by 9to5Google).
Did Pixel overtake Apple or Samsung?
Not confirmed in the source. The report shows strong Pixel growth, but Apple and Samsung remained ahead in market share.
What caused Pixel's turnaround?
Not confirmed in the source. The coverage attributes momentum to product improvements beginning with the Pixel 9 and Pixel 10 but does not specify detailed causes.
Are smartphone shipments expected to rise in 2026?
Not confirmed in the source; Counterpoint had revised its forecast downward late last year, trimming shipments by 3%.
The Google Pixel refused to be ignored By Timi Cantisano Published 16 minutes ago Timi is a news and deals writer who's been reporting on technology for over a decade….
Sources
- The Google Pixel refused to be ignored
- Google Pixel grew by 25% in 2025 global smartphone market
- GOOGL Stock Surges on AI Momentum and Analyst …
- Google in 2026: From foundational gains to future …
Related posts
- Apple confirms multiyear Google Gemini partnership to power Siri
- Apple pauses rollout after court halts Texas app age-assurance law
- Inside watching an NBA game courtside with Apple Vision Pro firsthand