Global smartphone shipments reached 295.2 million units in Q2 2025, marking a modest 1.0% year-over-year growth, according to preliminary data from the International Data Corporation (IDC) Worldwide Quarterly Mobile Phone Tracker. While the market continues its slow recovery, economic turbulence and inflationary trends continue to weigh heavily on the entry-level smartphone segment.

Market Performance Overview

Despite macroeconomic uncertainty, the global smartphone industry maintained stability, achieving its eighth consecutive quarter of growth — a feat last observed in 2013. However, IDC notes that this positive momentum is being challenged by currency fluctuations, inflation, rising unemployment, and persistent concerns over international tariffs.

Budget Segment Faces Sluggish Demand

Low-cost Android devices, a significant portion of global smartphone volume, were disproportionately affected by economic constraints. According to Nabila Popal, Senior Research Director at IDC, many budget-conscious consumers delayed upgrades due to economic anxiety and reduced disposable income. This hesitation hampered overall volume growth in the lower tiers of the market.

In China, the anticipated post-pandemic rebound failed to materialize. The 618 e-commerce festival, while showing strong sell-through rates, mostly served to offload excess inventory rather than drive fresh demand. Subsidies and promotional campaigns had limited success in reigniting consumer enthusiasm.

Q2 2025 Shipment Leaderboard: Brand-wise Breakdown

The following figures outline global smartphone shipments by brand in Q2 2025:

Samsung: 58 million units – 19.7% market share

Apple: 46.4 million units – 15.7% market share

Xiaomi: 42.5 million units – 14.4% market share

vivo: 27.1 million units – 9.2% market share

Transsion (including brands like Tecno & Infinix): 25.1 million units – 8.5% market share

Others: 96.1 million units – 32.6% combined market share

Total smartphones shipped in Q2 2025: 295.2 million units

Samsung Strengthens Leadership with AI-Driven Strategy

Samsung remained the global market leader, thanks to strong performances from the Galaxy A36 and A56. These models introduced affordable AI capabilities, which helped differentiate them in a competitive mid-range segment.

According to Francisco Jeronimo, Vice President of Client Devices at IDC, Samsung’s in-store marketing of AI features played a crucial role in driving customer engagement and boosting unit sales, especially in emerging markets.

Apple Sees Mixed Results Amid Global Trends

Apple experienced a 1% year-on-year shipment decline in China, reflecting weak market sentiment and low demand despite maintaining top performance during promotional periods. However, the company compensated with double-digit shipment growth in emerging markets, resulting in a 1.5% global shipment increase.

This suggests a growing reliance on markets outside China to sustain Apple’s growth trajectory as the iPhone maker prepares for its next flagship cycle.

Outlook: A Return to Recovery?

While economic headwinds remain strong, IDC analysts remain cautiously optimistic. According to Anthony Scarsella, Research Director at IDC, the market’s continued resilience, driven by innovative designs and AI integration, points to a slow but steady path to recovery.

He emphasized that manufacturers are increasingly focusing on AI and form factor evolution, helping reinvigorate consumer interest even in saturated or price-sensitive markets.

Final Thoughts

Q2 2025 shows that the global smartphone market is navigating recovery with cautious momentum. While Samsung leads with innovation, and Apple leverages emerging markets, budget device makers are under pressure to adapt to shifting consumer priorities.

With AI integration becoming a key differentiator, and emerging markets showing signs of robust demand, the industry appears to be headed toward a more stable—though still competitive—second half of the year.