{"id":36631,"date":"2025-07-31T21:14:10","date_gmt":"2025-07-31T21:14:10","guid":{"rendered":"https:\/\/www.newsbeep.com\/uk\/36631\/"},"modified":"2025-07-31T21:14:10","modified_gmt":"2025-07-31T21:14:10","slug":"canalys-newsroom-global-smartphone-market-dips-slightly-in-q2-as-vendors-respond-to-tariffs-and-stagnant-demand","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/uk\/36631\/","title":{"rendered":"Canalys Newsroom – Global smartphone market dips slightly in Q2 as vendors respond to tariffs and stagnant demand\u00a0"},"content":{"rendered":"

According to the latest research from Canalys (now part of Omdia), global shipments of smartphones<\/a> fell marginally to 288.9 million units in Q2 2025, as modest consumer demand restricted market growth. Samsung was the largest vendor in Q2, shipping 57.5 million smartphones, up 7% year on year. Its performance was largely driven by its mass market-focused Galaxy A series. Apple finished second on the vendor ranking table, with iPhone shipments down 2% at 44.8 million units. Apple\u2019s performance showed strong resilience amid fierce competition in China<\/a> and an inventory correction in the US as it adjusted to the rapidly changing tariffs<\/a>. Xiaomi defended third place, shipping 42.4 million units, backed by particularly strong growth in Latin America and Africa. In fourth, vivo grew 2%, shipping 26.4 million units, backed by strong growth in India, while TRANSSION came fifth, down 3% to 24.6 million units.<\/p>\n

\"\"<\/p>\n

\u201cQ2 marked a key turning point for Samsung. It was the first quarter since Q4 2021 in which it recorded the strongest growth among the top five,\u201d said Aaron West, Senior Analyst at Omdia. \u201cSamsung has refocused its strategy on \u2018smart volume,\u2019 aiming to profitably scale its mass market Galaxy A series while continuing to grow its premium models. In particular, the entry-level A0x and A1x lines were key drivers in Q2, backed by the newly introduced Galaxy A06 5G, which helped Samsung gain traction in emerging markets. The S25 series maintained steady performance, even though any major uptake in demand from the new Galaxy S25 Edge failed to materialize. Additionally, Samsung\u2019s performance in Q2 was boosted by frontloading of inventory into the US amid tariff concerns<\/a>, with its shipments there increasing by a remarkable 38% year on year.\u201d\u00a0<\/p>\n

\"\"<\/p>\n

\u201cWhile most vendors maintained stable overall performance in Q2, their success often hinged on strong momentum in specific regions to balance softer demand elsewhere,\u201d said Manish Pravinkumar, Principal Analyst at Canalys (now part of Omdia). \u201cThe Middle East and Africa stood out as growth engines, each showing robust progress in Q2 2025. Across Africa, strategic government policies, increased vendor competition and a clear shift from feature phones to smartphones, supported by innovative financing models, are accelerating digital adoption. Meanwhile, in the Middle East, rising demand for premium devices was fueled by the growing popularity of \u2018Buy Now, Pay Later\u2019 options, a successful Eid Al-Adha sales period and coordinated efforts by vendors and retailers to drive sell-through ahead of a busy H2 launch calendar.\u201d\u00a0<\/p>\n

Another key highlight in Q2 came from outside the top five from Nothing, which grew 177% year on year, surpassing 1.0 million quarterly shipments for the very first time. Nothing\u2019s route to becoming the strongest growing vendor worldwide was predominantly driven by its successful investments in India.\u00a0<\/p>\n

\"\"<\/p>\n

\u201cWith a flattish outlook for the full year, vendors are prioritizing profitability with short-term tactical gains and long-term strategic investments,\u201d said Sheng Win Chow, Senior Analyst at Canalys (now part of Omdia). \u201cStringent cost control and optimized enterprise resource planning are priorities for all the major vendors, as past high ambitions have to be adjusted to 2025\u2019s reality. Many vendors are betting on a hectic launch season in Q3, focusing on topics such as AI, foldables and slimness, to reboot demand ahead of the holiday shopping season toward the end of the year. But vendors need to remain cautious in how they approach the market as consumer sentiment remains modest. Also, downward market corrections post inventory build-ups in the US and the fading effect of China\u2019s subsidy scheme will contribute negatively. It will be vital for vendors to work closely with their channel partners to find opportunities and balance inventory levels, which will be key to avoiding any errors that can hamper ambitions for 2026.\u201d<\/p>\n

Global smartphone shipments and annual growth<\/p>\n

Vendor<\/p>\n

Q2 2025
shipments
\u00a0(million)<\/p>\n

Q2 2025
\u00a0market
share<\/p>\n

Q2 2024
\u00a0shipments
\u00a0(million)<\/p>\n

Q2 2024
\u00a0market
\u00a0share<\/p>\n

Annual
\u00a0growth<\/p>\n

Samsung<\/p>\n

57.5<\/p>\n

20%<\/p>\n

53.5<\/p>\n

19%<\/p>\n

7%<\/p>\n

Apple<\/p>\n

44.8<\/p>\n

16%<\/p>\n

45.6<\/p>\n

16%<\/p>\n

-2%<\/p>\n

Xiaomi<\/p>\n

42.4<\/p>\n

15%<\/p>\n

42.3<\/p>\n

15%<\/p>\n

0%<\/p>\n

vivo<\/p>\n

26.4<\/p>\n

9%<\/p>\n

25.9<\/p>\n

9%<\/p>\n

2%<\/p>\n

TRANSSION<\/p>\n

24.6<\/p>\n

9%<\/p>\n

25.5<\/p>\n

9%<\/p>\n

-3%<\/p>\n

Others<\/p>\n

93.3<\/p>\n

32%<\/p>\n

96.2<\/p>\n

33%<\/p>\n

\u00a0-3% <\/p>\n

Total<\/p>\n

288.9<\/p>\n

100%<\/p>\n

288.9<\/p>\n

100%<\/p>\n

0%<\/p>\n

\u00a0<\/p>\n

\u00a0<\/p>\n

\u00a0<\/p>\n

Note: Xiaomi includes sub-brands Redmi and POCO. TRANSSION includes sub-brands Infinix, iTel and TECNO. Percentages may not add up to 100% due to rounding.
Source: Canalys Smartphone Horizon (sell-in shipments), July 2025<\/p>\n

\"Canalys<\/p>\n

For more information, please contact:<\/p>\n

Aaron West: aaron.west@omdia.com<\/a>\u00a0
Manish Pravinkumar: manish_pravinkumar@canalys.com<\/a> \u00a0
Sheng Win Chow: shengwin_chow@canalys.com<\/a><\/p>\n

About the Smartphone Horizon service\u00a0<\/p>\n

The worldwide\u202fSmartphone Horizon service<\/a>\u202ffrom Canalys (now part of Omdia)\u202fprovides 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\u2019 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.\u202f\u00a0<\/p>\n

About Canalys<\/p>\n

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\u2019ve 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\u2019 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.<\/p>\n

Receiving updates<\/p>\n

To receive media alerts directly, or for more information about our events, services or custom research and consulting capabilities, please contact us<\/a>. Alternatively, you can email press@canalys.com<\/a>.<\/p>\n

\u00a0<\/p>\n

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\u00a0<\/p>\n

Copyright \u00a9 2025 TechTarget, Inc. or its subsidiaries. All rights reserved.<\/p>\n

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