Global smartphone shipments rose 0.2% to 296.9M in Q1 2025; Samsung’s units grew 1% to 60.5M for a 20% market share and Apple’s grew 13% to 55M for a 19% share 新竹手機收購

新竹手機收購t of our business. We have services to help the world’s largest tech companies manage their partner landscape. Categories Channels Analysis Channel Ecosystem Global IT Opportunity Managed Services Analysis Partner Program Analysis Sustainable Channels Analysis Our portfolio offers accurate and timely views of the opportunities, competitive analysis and market trends across the smart ecosystem of devices. Categories Smartphone Analysis PC Analysis Wearable Band Analysis Smart Speaker Analysis Smart Personal Audio Analysis Since Canalys’ inception, our team of analysts and consultants around the world have worked with companies in the technology ecosystem to provide custom solutions. Many of our projects are supported using data and feedback from the Candefero channels community. We undertake bespoke work in all our areas of research and have built several specializations within this. Learn more Categories Channel Development Channel Management Competitor Strategy Customised Data Market Entry Marketing Solutions Partner Programs Speaking Engagements Get best in class analysis, go-to-market strategies and more for cloud, infrastructure and cybersecurity channels. Categories Cloud Channels Analysis Infrastructure Analysis Cybersecurity Analysis Alys offers vendors a high-value method to evaluate channel partners at scale and engage with them digitally. Vendors can assess the channel’s capabilities and nurture partners to grow. After decades of experience working with vendors’ partner teams, Canalys understands the strategic challenges facing channel leaders.​ Learn more Get comprehensive data to track smart vehicles and stay up to date on the key trends affecting the automotive industry. Categories Intelligent Vehicle Analysis Select language English 中文 日本語 한국어 ไทย Bahasa Indonesia Español Português Deutsch Français * the site will be machine translatedBack to newsroomGlobal smartphone market grew by a modest 0.2% in Q1 2025, despite regional declines  Wednesday, 30 April 2025  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. 新竹手機收購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.” 

“Major smartphone brands have not yet adjusted their full-year shipment targets, despite the lackluster performance in Q1,” stated Zhu. “They remain optimistic about a market rebound in Q2 and in the second half of the year. Some regions, such as Southeast Asia and Latin America, already showed signs of gradual recovery in March. Additionally, decreasing inventory levels and the mid-year launch of new mid- and low-end products have boosted their confidence. However, vendors still face multiple challenges. First, brands are adopting a cautious approach to hardware upgrades in mass-market segments to offset rising costs, necessitating more refined management of product life cycles, pricing and go-to-market strategies. Second, competition in the mid-range (US$200 to US$400) segment will intensify as brands seek breakthroughs in ASPs. Third, the possibility of escalating global trade tensions could drive more countries to pursue localized smartphone manufacturing, posing additional investment and cost pressures for vendors.” 

Global smartphone shipments and annual growthCanalys Smartphone Market Pulse: Q1 2025

Vendor

Q1 2025 shipments (million)

Q1 2025market share

Q1 2024shipments (million)

Q1 2024market share

Annualgrowth

新竹手機收購samsung

60.5

20%

60.0

20%

1%

Apple

55.0

19%

48.7

16%

13%

Xiaomi

41.8

14%

40.7

14%

3%

vivo

22.9

8%

21.4

7%

7%

OPPO

22.7

8%

25.0

8%

-9%

Others

94.0

32%

100.5

34%

-6%

Total 

296.9

100%

296.2

100%

0%

Note: Xiaomi estimates include sub-brand Redmi and POCO. Percentages may not add up to 100% due to rounding.Source: Canalys Smartphone Analysis (sell-in shipments), April 2025

For more information, please contact:
Toby Zhu: [email protected] Le Xuan Chiew: [email protected] 
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 disti

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