Edging up globally in Q2 2025, smartphone sales saw Samsung leading with 8% growth, Motorola surging 16% among the ‘others’, and Apple riding strong demand in India, Japan, and North America.
Worldwide smartphone shipments recorded only a 2% year-on-year (YoY) increase in Q2 2025, marking the second straight quarter of growth, according to a recent data by Counterpoint Research. The improvement was largely fuelled by demand in North America, Japan, and Europe.
Among the vendors, Samsung retained its top spot globally and emerged as the fastest-growing among the top five original equipment manufacturers (OEMs), with shipments rising 8% YoY and a 20% market share.
The company’s performance was driven by the success of its Galaxy S25 series and a refreshed A-series lineup, along with growing interest in foldables and AI-based features.
Apple held on to second place, registering a 4% YoY growth and a 16% market dominance. Its strength came from strong iPhone 15 and iPhone 16 sales in North America, India, and Japan, aided by early purchases ahead of expected tariff changes.
The company is projected to sustain this momentum in the second half of the year with the upcoming iPhone 17 and continued ecosystem bundling, says the report.
Xiaomi maintained third place, showing flat YoY growth, with a 14% market share. Its demand remained strong in Central Europe and Latin America, while China also saw stable performance. Xiaomi’s AI-enhanced premium phones and broad HyperOS rollout supported its global presence.
vivo and OPPO took the fourth and fifth spots, with their shipments declining 4% and 8% respectively. However, both brands saw steady mid-tier sales and signs of recovery in regions such as Latin America, the Middle East, and Africa.
OPPO’s A5 Pro performed well in the entry segment, while vivo benefited from the China 618 festival and solid sales of its Y and T series in India.
Among the ‘other’ brands, Motorola was the standout performer, achieving 16% YoY growth. This was driven by rising demand in India, gains in North America’s prepaid segment, and improved offerings in the mid-range 5G category.
Looking ahead, the report noted that the global market momentum remains cautiously optimistic, with affordable 5G devices gaining traction in emerging markets and premium models holding steady in mature regions.
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