Global Smartphone Market Analysis and Insights, Q2 2025
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.
Table of Contents
- Key Takeaways
- Global Market Analysis
- Smartphones: Regional Deep Dive
- Smartphones: Market Analysis by OEM
- Market Analysis by Air Interface
- Growth Arenas: Emerging Market
- Featured Report: iPhone 16 Pro Max BoM
Category
Industry
Smartphone
Service
Market Monitor Standard
Report Type
Report
Time Period
Quarterly
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Author
Kamal Singh
Kamal Singh is a market and product researcher with over six years of experience, currently specializing in the global smartphone market at Counterpoint Research. He works within the Market Monitor Service, contributing to quarterly analyses of global smartphone shipments and supporting the development of the Market Outlook. Kamal tracks global smartphone trends, product launches, and brand strategies, providing data-driven insights and analytical support for client requests. With a background in mechanical engineering, he combines technical understanding with strong strategic research capabilities to deliver comprehensive market intelligence.
Shilpi Jain
Shilpi is a Senior Analyst with Counterpoint Research, based out of Gurgaon. She has more than 9 years of work experience in consulting and market research field. She closely tracks mobile devices and ecosystem at Counterpoint and led various research and consulting projects. She holds a Master's in Business Administration from Fore School of Management, specializing in Finance, and a Bachelor's degree in Economics from Daulat Ram College, Delhi University.