Samsung tops global smartphone market as Apple shows modest growth

Smartphones

The global smartphone market posted a modest 1% year-over-year growth in Q2 2025, according to new shipment data from IDC, signalling signs of recovery after a prolonged slump. Total shipments reached 295.2 million units, up from 292.2 million a year ago.

Samsung retained the crown with 58 million units shipped, claiming 19.7% of the global market. The South Korean giant saw an impressive 7.9% YoY growth, boosted by strong demand for its mid-range Galaxy A series and growing interest in foldables.

Apple followed with 46.4 million iPhones shipped, taking 15.7% market share. Its growth, however, was a sluggish 1.5%, hinting that consumers may be holding out for more meaningful upgrades — especially in the AI department — later this year.

In third place, Xiaomi shipped 42.5 million devices, securing 14.4% share with almost flat growth (0.6%). The Chinese brand continues to perform strongly in India and parts of Europe, though momentum has clearly plateaued.

Vivo was the quarter’s surprise gainer, recording 4.8% growth with 27.1 million shipments. Its 9.2% market share reflects continued success in Southeast Asia and strong offline retail networks, as per IDC.

By contrast, Transsion — the maker of budget brands like Tecno and itel — saw shipments fall to 25.1 million, down 1.7% YoY. Once a rapid climber, it appears to be facing stiff competition in its key markets across Africa and South Asia.

Meanwhile, smaller brands, grouped as “Others,” shipped 96.1 million units, with their collective market share sliding from 33.9% to 32.6%.