Fuelled by premium demand and soaring prices, global smartphone revenues were promising in Q2 2025 despite 3% growth in sales, with Apple dominating.
Global smartphone revenues crossed the $100 billion mark in Q2 2025, the first time this has happened in any second quarter. According to a recent data by Counterpoint Research, the milestone came on the back of a 10% year-on-year (YoY) rise in revenue, despite only a modest 3% increase in shipments.
Apple led the charge, posting a 13% annual jump in revenue. It captured 43% of global smartphone revenues during the quarter, a record share for the brand in Q2. “Apple’s momentum shows that premium demand remains robust, even in traditionally slower quarters,” noted Harmeet Singh Walia, Senior Analyst at Counterpoint.
Average selling prices (ASPs) reached their highest-ever level for a second quarter, climbing 7% YoY to nearly $350. Among the top five brands, OPPO recorded the fastest ASP growth at 14%, signalling a stronger focus on higher-end devices.
Samsung, Xiaomi, and vivo also reported positive revenue growth, marking a clean sweep for the top five global players. Analysts attribute the uplift to stronger premium sales, product refresh cycles, and resilient consumer demand in key markets.
“The revenue growth outpaced shipment growth significantly, showing the industry’s ongoing shift towards premium and ultra-premium models,” added Walia.
The data underlines a widening divergence between revenue performance and shipment volumes. While unit growth remains subdued, brands are increasingly extracting more value per device sold, supported by advanced features, 5G integration, and improved camera systems.
Industry watchers say this premiumisation trend is likely to continue into the second half of 2025, especially with expected flagship launches in Q3 and Q4.
If sustained, the second-quarter record could pave the way for an all-time annual revenue high for the global smartphone market by year-end.
