Photo credit: www.gsmarena.com
Canalys has released its latest findings on global smartphone shipments, revealing a total of 296.9 million units sold in Q1 2025. This represents a modest increase of 0.2% compared to the same quarter last year. Notably, markets in Mainland China and the United States experienced significant growth, although this was tempered by cautious consumer behavior in India, Europe, and the Middle East.
In regions such as India, Latin America, and the Middle East, a decline in smartphone demand suggests market saturation regarding replacement purchases. Following a surge in sales in the previous quarter, consumers in these areas are now taking a more reserved approach to new device acquisitions.
Europe faces challenges stemming from an overabundance of inventory following extensive shipments in 2024, largely in anticipation of the forthcoming eco-design directive. This regulation will mandate that phone manufacturers produce more easily repairable devices and provide several years of software support, impacting devices brought into the market later in 2025.
In contrast, Africa is witnessing a dynamic retail environment, bolstered by active market expansion strategies among manufacturers. Brands such as vivo and Honor reported double-digit growth in international markets, with Honor achieving notable milestones.
The U.S. market reveals complexities as well. Major manufacturers, particularly Apple, have ramped up shipments to evade the impacts of the “Liberation Day” tariffs, aiming to mitigate potential costs. This situation primarily affects lower-priced models, which may raise average selling prices and present challenges for both consumers and producers alike.
Examining market shares, Samsung maintained its position as the leader with a 20% market share, closely followed by Apple at 19%, aided by inventory accumulation in March. Xiaomi secured third place with a 14% share, while vivo and Oppo completed the top five rankings.
Market Overview Q1 2025
| Company | Q1 2025 (shipments in million) | Market share | Q1 2024 (shipments in million) | Market share | Annual change |
|---|---|---|---|---|---|
| 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% |
According to Canalys, leading smartphone brands maintain a “positive outlook” for a potential recovery in Q2 2025. Diminished inventory levels and the introduction of new products are expected to enhance market dynamics. However, the competitive landscape, particularly in the mid-range price tier ($200-$400), is intensifying.
Furthermore, the increasing global trade tensions may propel countries towards local smartphone manufacturing initiatives. This shift will likely require significant investments and introduce additional cost challenges for manufacturers.
Source
www.gsmarena.com