Worldwide smartphone shipments down 1% in Q2 2025 as uncertainties mount  

The latest research from Canalys (now part of Omdia) reveals that the global smartphone market declined by 1% year on year in Q2 2025, marking the industry’s first decline in six quarters. The marginal shipment drop reflects stable vendor performances against a backdrop of cautious consumer sentiment and increasing uncertainties and volatility in the global macroeconomic environment. Samsung successfully defended its leading position in Q2, claiming a 19% market share, predominantly thanks to its Galaxy A series. Apple finished second with a 16% market share, while Xiaomi had a stable quarter with a 15% market share. TRANSSION and OPPO completed the top five, each taking a 9% market share.

“Despite a market slowdown in Q2, driven by the fading replacement wave of pandemic-era devices and continued weak consumer demand, most vendors delivered stable and resilient performances,” said Runar Bjørhovde, Senior Analyst at Canalys, now part of Omdia. “Vendors are closely aligning operational efficiency prioritizations and tactical wins with scale. Many vendors had greater aspirations in Q2 but were forced to cut their production targets to avoid excess inventory. The exception was in the US, where major uncertainties around tariff policies and timelines from the Trump administration have encouraged vendors such as Apple, Samsung and Motorola (Lenovo) to maintain high inventory levels and frontload devices throughout the quarter. These are key operational tactics needed to navigate a complicated geopolitical and regulatory maze.” 

“After a slow start to 2025, vendors are now well placed and ready to navigate what is expected to be a flat year for the smartphone market,” said Amber Liu, Practice Lead for Smartphone Research at Canalys (now part of Omdia). “Many consumers who delayed purchases in the first half of 2025 are anticipated to buy during the major shopping festivals and events toward the end of the year. Effective pricing and clever promotions are as important as ever for vendor success, as shown by Huawei’s and Apple’s reception during China’s 618 shopping festival in May. Recent launch events have highlighted slimmer designs, ecosystem innovation and privacy protection narratives to tempt consumers to upgrade. But price-conscious consumers looking for a good deal to replace their old devices will be the main demand driver. Additionally, current healthy inventory levels in the channel will allow a boost to the replenishment of recently launched devices, which will help the industry return to growth in the second half of the year.”

For more information, please contact:

Runar Bjørhovde: runar_bjorhovde@canalys.com  
Amber Liu: amber_liu@canalys.com  

About The Smartphone Horizon service

The worldwide Smartphone Horizon service from Canalys’ (now part of Omdia) 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, detailed analysis of storage, processors, memory, cameras and many other specs. We combine detailed worldwide statistics for all categories with Canalys’ 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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