Samsung Maintains Leadership in Global Smartphone Shipments Growth
Global smartphone shipments experienced a modest year-on-year growth of 0.2 percent in the first quarter of 2025, according to a recent report from market research firm Canalys. While regions such as India and Latin America faced significant declines, markets in China and the United States showed positive growth. Samsung emerged as the leading smartphone manufacturer, capturing a 20 percent market share, followed closely by Apple, Xiaomi, and Oppo.
Smartphone Shipments Reach 296.9 Million Units
In the first quarter of 2025, global smartphone shipments totaled 296.9 million units, reflecting a slight increase of 0.2 percent compared to the same period last year. This growth marks the third consecutive quarter of slowing expansion, as manufacturers focused on maintaining healthier inventory levels. The report highlights a mixed performance across various markets, with notable declines in regions like India and Europe, while China and the US experienced growth. The cautious approach in markets such as the Middle East is attributed to economic uncertainties and shifting consumer preferences.
Samsung Leads the Market
Samsung retained its position as the top smartphone vendor in Q1 2025, shipping 60.5 million units and securing a 20 percent market share. The South Korean company’s growth was fueled by the successful launch of its latest Galaxy S25 series and new Galaxy A series smartphones. Apple followed closely in second place, with 55.0 million units shipped, representing a 19 percent market share. The Cupertino-based tech giant benefited from increased demand in emerging markets across the Asia Pacific and the United States.
Xiaomi ranked third, shipping 41.8 million units and holding a 14 percent market share. Meanwhile, Vivo and Oppo rounded out the top five, with shipments of 22.9 million and 22.7 million units, respectively, each capturing an 8 percent market share. The report indicates that while some markets like Mainland China and the US saw healthy growth, others remained cautious, reflecting a diverse landscape in the global smartphone market.
Regional Market Dynamics
The Canalys report reveals that the US smartphone market surged by 12 percent year-on-year in Q1, largely driven by Apple’s proactive inventory management. The company has been ramping up production in India to mitigate risks associated with fluctuating tariff policies. While iPhones produced in Mainland China still dominate US shipments, the increasing output from India, particularly for the iPhone 15 and 16 series, is noteworthy. Le Xuan Chiew, Research Manager at Canalys, anticipates that the US market will face significant volatility in the coming quarters due to ongoing inventory corrections and declining consumer confidence.
In contrast, China’s growth has been supported by government subsidy programs, while Africa has benefited from retail activities and proactive market expansion efforts. This divergence in market performance underscores the varying economic conditions and consumer behaviors across different regions.
Future Outlook for Smartphone Brands
Despite the lackluster performance in Q1, major smartphone brands have not yet revised their full-year shipment targets. Toby Zhu, Principal Analyst at Canalys, expressed optimism for a rebound starting in Q2, citing early signs of recovery in Southeast Asia and Latin America. As brands navigate the challenges of inventory management and shifting consumer preferences, the outlook for the smartphone market remains cautiously optimistic. The next few quarters will be critical in determining how these dynamics will shape the industry moving forward.
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