Global smartphone market grew by a modest 0.2% in Q1 2025, despite regional declines 

According to the latest Canalys (now part of Omdia) research, in Q1 2025, the global smartphone market recorded a slight growth of 0.2%, with shipments reaching 296.9 million units. As the peak replacement cycle came to an end and vendors prioritized healthier inventory levels, global smartphone market growth slowed for the third consecutive quarter. Samsung maintained its lead, shipping 60.5 million units, supported by the launch of its latest flagship models and competitively priced new A-series products. Apple ranked second with 55.0 million units shipped and a 19% market share, driven by growth in emerging Asia Pacific markets and the United States. Xiaomi secured third place with 41.8 million units shipped and a 14% market share, leveraging its diverse product ecosystem to strengthen its brand in Mainland China and emerging overseas markets. vivo and OPPO followed in fourth and fifth places, with shipments of 22.9 million and 22.7 million units, respectively. 

“The regional smartphone landscape is becoming increasingly complex,” said Toby Zhu, Principal Analyst at Canalys (now part of Omdia). “Markets that had shown strong momentum over the past year, such as India, Latin America, and the Middle East, are now experiencing notable declines in Q1 2025, indicating saturation in replacement demand for mass-market products. Most Android brands actively adjusted inventory levels in Q1 to avoid disruptions to new product launches and channel pricing. The European market has also dropped after a brief recovery, with vendors facing high flagship inventory from late last year and disruptions in mid- and low-end product lines due to the upcoming eco-design directive. Nonetheless, some regions are still demonstrating strong demand. Government subsidy programs stimulated Mainland China’s growth, while Africa continued to benefit from vibrant retail activities and proactive market expansion efforts. Vendors can still expand by optimizing their product portfolios in this complex regional environment. For instance, vivo and HONOR achieved double-digit growth in their overseas markets, with HONOR reaching a historic high in its overseas shipments.” 

“The US smartphone market stood out, growing 12% year on year in Q1, primarily driven by Apple,” said Le Xuan Chiew, Research Manager at Canalys (now part of Omdia). “Apple proactively built up inventory ahead of anticipated tariff policies. While iPhones produced in Mainland China still account for the majority of US shipments, production in India ramped up toward the end of the quarter, covering standard models of the iPhone 15 and 16 series, alongside accelerating production of the 16 Pro series. With ongoing fluctuations in reciprocal tariff policies, Apple is likely to further shift US-bound production to India to reduce exposure to future risks. Tariffs are also expected to disproportionately impact entry-level devices, potentially reducing the availability of lower-cost models and driving average selling prices (ASPs) higher in the US. These dynamics introduce new uncertainties not only for Apple but also for Android brands competing in the market. Pricing strategies, operator bundling packages and future product structures will come under significant pressure. Meanwhile, the US smartphone market is expected to experience considerable volatility over the next two to three quarters, impacted by inventory corrections and weakening consumer confidence.” 

For more information, please contact:

Toby Zhu: toby.zhu@informa.com 
Le Xuan Chiew: lexuan.chiew@informa.com 

About Smartphone Analysis

Canalys’ (now part of Omdia) worldwide Smartphone Analysis service provides a comprehensive country-level view of shipment estimates far in advance of our competitors. We provide quarterly market share data, timely historical data tracking, and detailed analysis of storage, processors, memory, cameras and many other specs. We combine detailed worldwide statistics for all categories with our unique data on shipments via tier-one and tier-two channels. The service also provides a unique view of end-user types. At the same time, we deliver regular analysis to give insights into the data, including the assumptions behind our forecast outlooks. 

About Canalys

Canalys, now part of Omdia, is a leading global technology market analyst firm with a distinct channel focus. We strive to guide clients on the future of the technology industry and to think beyond the business models of the past. We’ve delivered market analysis and custom solutions to technology vendors worldwide for over 25 years. Our research covers emerging, enterprise, mobile and smart technologies. Understanding channels is at the heart of everything we do. Our insightful reports, data and forecasts inform our clients’ strategies, while the Canalys Forums and Candefero online community give the channel feedback opportunities. We stake our reputation on the quality of our data, our innovative use of technology and our high level of customer service.

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