Smartphone Brand Growth – A Market Driven by Exceptions

UK smartphone search demand is softening overall, but headline growth figures show that not all brands are being affected equally.

Searchabull analysis reveals a market where broad-based decline is the norm, and growth is increasingly concentrated among a small number of brands that are successfully cutting through. This divergence is becoming more pronounced over time, reshaping competitive dynamics across the category.

Nothing’s momentum stands apart

Nothing continues to dominate UK search growth, clearly emerging as the fastest-growing smartphone brand across both short- and long-term measures.

Over the last:

• 3 months, Nothing search demand has grown +14%

• 12 months, growth reaches +33%

This dual-timeframe strength matters. It shows that Nothing’s momentum is not solely launch-driven, nor is it fading quickly after release windows. Instead, search behaviour suggests a compounding effect, where brand awareness, product interest, and ecosystem curiosity reinforce each other.

In a market where most brands are struggling to maintain demand, Nothing’s ability to grow across both horizons is highly unusual.

Honor’s growth eases as the market tightens

Honor’s trajectory tells a different story. After a strong period of expansion, recent data shows that growth has slowed sharply over the past three months.

This deceleration likely reflects a more competitive environment rather than a loss of relevance. As category demand softens, brands that previously benefited from favourable conditions are finding it harder to sustain momentum without major product or narrative shifts.

The next phase for Honor will depend on whether recent launches can re-ignite interest or whether growth normalises at a lower level.

Apple’s launch lift shows early signs of normalisation

Apple has seen a short-term uplift driven by interest in the iPhone 17, but early search signals suggest that demand is already easing back from launch highs.

This pattern is consistent with recent Apple cycles:

• Strong, highly concentrated launch interest

• Followed by gradual reversion as attention disperses

While Apple remains structurally dominant, its short-term growth figures highlight how even the strongest brands are not immune to broader market softening once launch momentum fades.

A category defined by decline – and concentration

Outside of Nothing, Apple, and Honor, all other major smartphone brands are in decline, both over the past 3 months and across the 12-month view.

This reflects a wider category reality:

• Upgrade cycles are lengthening

• Differentiation is harder to communicate

• Consumer attention is becoming more selective

As a result, growth is no longer evenly distributed. Instead, it is flowing toward brands that can clearly articulate why they matter now, not just what they sell.

What this signals for 2026

The UK smartphone market is increasingly defined by exceptions rather than averages. Aggregate category performance hides the fact that a small number of brands are still capable of generating meaningful demand growth.

Looking ahead, key indicators to watch will be:

• Whether Nothing can sustain growth without constant launches

• Whether Honor’s recent slowdown is temporary or structural

• How quickly Apple’s post-launch demand stabilises

• Whether any mid-tier brands can reverse declining trajectories

In a softening market, growth is no longer about keeping pace. It is about standing apart.