Overview: The report provides a detailed analysis of the vendor activity and performance, measuring sell-in volume and revenue by region. It showcases which OEMs, brands and models are performing well, in which markets and why. It also sheds light on the main derivative impacts on the supply and distribution chains.
Key Takeaways
- The Global smartphone shipments grew 3% YoY in Q2 2025, marking the second consecutive quarter of growth.
- The growth mainly driven by growth in emerging markets like India, LATAM and MEA and a steady premium demand in mature markets like Japan, and Europe and North America.
- Samsung maintained the 1st position globally in Q2 2025, recording a strong 7% YoY shipment growth.
- Xiaomi remained in third place, posting a flattish YoY shipment performance in Q2 2025. vivo and OPPO secured the fourth and fifth positions in global shipments during Q2 2025.
- Global 5G smartphone shipments grew 13% YoY, led by Apple with a 24% share, followed by Samsung at 21%.
- Global smartphone ASP rose 7% YoY, driven by premium strength from Apple and Huawei, and higher ASPs for OPPO, and Motorola.
