After eight quarters of uninterrupted growth, the global smartphone market has slowed down – though not stopped. According to IDC data, manufacturers shipped 295.2 million smartphones to the market in the second quarter of 2025, representing a symbolic 1% year-on-year increase. Behind this figure, however, is a mixed picture of the market: the successes of the more expensive models and the crisis in the low-cost segment.
Three factors had the greatest impact on the global result: the weakness of the Chinese market, the decline in demand for low-cost Android devices and the growing importance of AI in the mid- to high-end price range.
In China, despite successful promotions during the 618 e-commerce festival, manufacturers focused on selling off inventory rather than increasing shipments. Even Apple, although the leader in promotions, reported a 1% year-on-year decline in sales in the Middle Kingdom.
The budget smartphone segment – mainly Android – is increasingly suffering through economic pressures. Rising living costs and currency volatility are causing consumers in developing countries to cut back on spending, which is hitting the lower end of the market in particular.
On the other hand, the mid-range is technologically approaching the flagships. Samsung effectively used the launch of the Galaxy A36 and A56 – models that bring AI features to the mid-range segment. Thanks to this, the Korean manufacturer has increased its market share, consolidating its leadership position.
Apple remains an interesting case – despite local declines, it is recording double-digit growth in emerging markets. This is the result of effective positioning and a pricing strategy that, despite appearances, is no longer limited to the premium market.
The second quarter result may not be impressive, but in the context of geopolitics, inflation and the US-China trade war, it signals stability. It is also a watershed moment for manufacturers: the era of ‘more for less’ is coming to an end, and innovation – especially that driven by artificial intelligence – is becoming key to growth.
| Company | Shipments 2Q25 | Market share 2Q25 | Shipments 2Q24 | 2Q24 Market share | Change Year to Year |
| 1. Samsung | 58 | 19,70% | 53,8 | 18,40% | 7,90% |
| 2. Apple | 46,4 | 15,70% | 45,7 | 15,60% | 1,50% |
| 3. Xiaomi | 42,5 | 14,40% | 42.3 | 14,50% | 0,60% |
| 4. vivo | 27,1 | 9,20% | 25,9 | 8,80% | 4,80% |
| 5 Transition | 25,1 | 8,50% | 25,5 | 8,70% | -1,70% |
| Other | 96,1 | 32,60% | 99,1 | 33,90% | -3,10% |
| Total | 295,2 | 100,00% | 292,2 | 100,00% | 1,00% |
