Global smartphone shipments increased by 1.0% year-over-year (YoY) to 295.2 million units during the second quarter of 2025 (Q2’25 ’25), according to data revealed by International Data Corporation (IDC), a worldwide mobile phone tracker. The latest data represents a 3.18% drop from the 304.9 million units recorded in Q1’25. However, it amounts to a 1.51% YoY growth.
According to the reports, the global smartphone market during the quarter experienced strong market forces fueled by tariff volatility, ongoing macro-economic challenges such as forex instability, unemployment, and inflation across regions. As this continues to affect consumers’ purchasing power, IDC noted that people’s spending dropped across all ranges of smartphones.
While reacting to the report, senior research director for Worldwide Client Devices, IDC, Nabila Popal, explained that unexpected low performance from core markets such as China contributed to the decline in global smartphone shipments during the quarter.
“Economic uncertainty tends to compress demand at the lower end of the market, where price sensitivity is highest. As a result, low-end Android is witnessing a crunch weighing down overall market growth,” he said.
In the breakdown of smartphone shipments, Samsung continues to maintain the lead with a total shipment of 58 million units, representing 19.7% of market share during the quarter. The South Korean-based tech giant has been leading the global smartphone shipments for a while now.
IDC explained that Samsung’s continuous market leadership and the overall market achieved strong growth in the quarter, which was attributed to the sales of its new Galaxy A36 and A56 products. It added that the new products ushered in AI-enabled features to mid-range devices, which are used across retail stores to drive sales.
| Top 5 Companies, Worldwide Smartphone Shipments, Market Share, and Year-Over-Year Growth, Q2 2025 (Preliminary results, shipments in millions of units) | |||||
| Company | 2Q25 Shipments | 2Q25 Market Share | 2Q24 Shipments | 2Q24 Market Share | Year-Over-Year Change |
| 1. Samsung | 58.0 | 19.7% | 53.8 | 18.4% | 7.9% |
| 2. Apple | 46.4 | 15.7% | 45.7 | 15.6% | 1.5% |
| 3. Xiaomi | 42.5 | 14.4% | 42.3 | 14.5% | 0.6% |
| 4. vivo | 27.1 | 9.2% | 25.9 | 8.8% | 4.8% |
| 5. Transsion | 25.1 | 8.5% | 25.5 | 8.7% | -1.7% |
| Others | 96.1 | 32.6% | 99.1 | 33.9% | -3.1% |
| Total | 295.2 | 100.0% | 292.2 | 100.0% | 1.0% |
| Source: IDC Worldwide Quarterly Mobile Phone Tracker, July 14, 2025 | |||||
Following closely is Apple, which shipped 46.4 million units, experiencing a 15.7% market share. Also, Xiaomi, Vivo, and Transsion shipped 42.5 million units (14.4%), 27.1 million units (9.2%), and 25.1 million units (8.5%), respectively. Notably on the list, Transsion replaced OPPO, as the Chinese company failed to keep up with global sales owing to tariff effects.
“While Apple was the top brand during the promotion period, it saw a 1% drop in China in Q2, offset by strong double-digit growth in emerging markets, leading to a 1.5% growth globally in the quarter,” the report said.
The report revealed that the top 5 smartphone manufacturing companies saw a shipment share of 67.4% while others recorded 32.6%.
Also Read: 10 smartphones you can buy for less than N200,000 in 2025.
Global smartphone shipments – Q2’25 vs Q1’25
On a quarter-to-quarter basis, global smartphone shipments dropped from 304.9 million units to 295.2 million units. This drop in performance was also evident as Q2 ‘25 saw a 1% YoY growth compared to the 1.51% YoY growth of Q1 ‘25.
In the top 5 smartphone shipments by manufacturers, Samsung recorded 60.6 million units (19.9% market share), followed by Apple with 57.9 million units shipment (19%), Xiaomi in third with 41.8 million units (13.7%), OPPO in fourth with 23.5 million units (7.7%), and Vivo recorded 22.7 million units, a 7.3% market share. Others received 98.4 million units and a market share of 32.3%.
In comparison, while Samsung, Apple, and Xiaomi saw a slight drop in sales on a quarter-on-quarter basis, Vivo experienced an increase of 27.1 million units (9.2%) in Q2’25 compared to 22.7 million units (7.3%) in Q1’25.
| Top 5 Companies, Worldwide Smartphone Shipments, Market Share, and Year-Over-Year Growth, Q1 2025 (Preliminary results, shipments in millions of units) | |||||
| Company | 1Q25 Shipments | 1Q25Market Share | 1Q24 Shipments | 1Q24Market Share | 1Q25/1Q24Growth |
| 1. Samsung | 60.6 | 19.9% | 60.2 | 20.1% | 0.6% |
| 2. Apple | 57.9 | 19.0% | 52.6 | 17.5% | 10.0% |
| 3. Xiaomi | 41.8 | 13.7% | 40.8 | 13.6% | 2.5% |
| 4. OPPO | 23.5 | 7.7% | 25.2 | 8.4% | -6.8% |
| 5. vivo | 22.7 | 7.4% | 21.3 | 7.1% | 6.3% |
| Others | 98.4 | 32.3% | 100.1 | 33.3% | -1.7% |
| Total | 304.9 | 100.0% | 300.3 | 100.0% | 1.5% |
| Source: IDC Worldwide Quarterly Mobile Phone Tracker, April 14, 2025 | |||||
In further reference to the drop in sales during the second quarter of 2025, the report explained that market activities in China declined in Q2 as subsidies failed to stimulate demand.
“Although the 618 e-commerce festival was a success in terms of sell out, OEMs and channel partners used the promotions to clear inventory rather than increase shipments,” it added.
Meanwhile, Anthony Scarsella, research director for Client Devices, IDC, stressed that despite the low performance, the 1% growth in the smartphone market stands as a critical indicator that the market is poised to return to growth.
While the quarter faced negative effects such as political challenges and wars, it also recorded positive initiatives, including new models, featuring innovative designs and the powerful integration of AI, which drove the 8th consecutive quarter of growth. According to IDC, this is a feat it hasn’t witnessed since 2013.
Going forward, the global smartphone industry will be aiming to gain ground and improve its sales trajectory amid prevailing market forces such as tariffs and uncontrolled macroeconomic effects.
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