Samsung maintains its global leadership with a 19% market share, followed by Apple and Xiaomi.
The worldwide smartphone market experienced a slight decline in shipments during the second quarter of 2025, marking the first decrease in six consecutive quarters of growth. This is according to the latest report from Canalys, now part of Omdia, which attributes this downturn to a volatile global economic environment and a cooling consumer enthusiasm after the pandemic-driven replacement wave.
Samsung remained at the top of the global market with a 19% share, mainly driven by the strong performance of its Galaxy A series. It is followed by Apple with 16% and Xiaomi with a steady 15%. vivo and TRANSSION—parent company of TECNO, Infinix, and itel brands—round out the top five with 9% each.
Caution among consumers, stability among manufacturers
“Despite the market slowdown caused by the end of the post-pandemic upgrade cycle and weak consumer demand, most manufacturers managed to maintain stable and resilient performance,” explained Runar Bjørhovde, senior analyst at Canalys. “Many suppliers had to adjust their production targets to avoid excess inventory, except in the U.S. market, where uncertainty around tariff policies led brands like Apple, Samsung, and Motorola to accelerate distribution and keep high stock levels.”
Looking ahead, 2025 is expected to end as a flat year for the smartphone sector. However, according to Amber Liu, research lead at Canalys, brands are well-positioned to face this stability, especially thanks to key events like the second-half shopping festivals.
“Many consumers who postponed purchases in the first half of the year plan to buy new devices during campaigns like 11.11 or Black Friday,” Liu said. “The key to success will be smart pricing strategies and attractive promotions, like those Huawei and Apple led during China’s 618 festival.”
Current market trends highlight slim design, ecosystem innovation, and privacy protection as main selling points. Nonetheless, economic factors remain decisive: consumers looking to upgrade their devices at reasonable prices continue to drive demand.
Global market share distribution – Q2 2025
| Manufacturer | Q2 2025 Share | Q2 2024 Share | YoY Growth |
|---|---|---|---|
| Samsung | 19% | 19% | +3% |
| Apple | 16% | 16% | -2% |
| Xiaomi | 15% | 15% | 0% |
| vivo | 9% | 9% | +1% |
| TRANSSION | 9% | 9% | -2% |
| Others | 33% | 33% | 0% |
Source: Canalys Smartphone Horizon Service – July 2025. Preliminary data subject to revision.
About Canalys
Canalys, now part of Omdia, is a leading global technology market analysis firm with over 25 years of experience. Its Smartphone Horizon service provides detailed estimates by country, technical specifications, and market trend analysis, offering key insights for manufacturers and tech providers worldwide.
via: canalys