The smartphone market globally has commenced 2025 on a strong note, according to an early analysis from market research firm International Data Corporation (IDC). In the first quarter of 2025, worldwide smartphone shipments increased by 1.5 percent year-over-year (YoY), totaling 304.9 million units. Samsung continues to lead the market, with Apple following closely behind. Apple experienced its best first quarter for unit shipments yet; however, it faced a decline in performance within the Chinese market. Meanwhile, prominent Chinese brands Xiaomi, Oppo, and Vivo rounded out the top five.
According to IDC’s Worldwide Quarterly Mobile Phone Tracker report, the increase in global smartphone shipments signifies adjustments in production strategies by various manufacturers in response to anticipated policy shifts amid ongoing trade tensions between the United States and China.
Market Leaders: Samsung and Apple
Continuing a trend from previous years, Samsung solidified its position as the market leader with a 19.9 percent market share, having shipped 60.6 million units. The company’s momentum is attributed to the successful Galaxy S25 series and the latest models in the Galaxy A line, specifically the A36 and A56.
The report indicates that Apple achieved its highest-ever first quarter in terms of shipped units, totaling 57.9 million and securing a 19.0 percent market share. This marked a significant 10.0 percent growth compared to Q1 of the previous year, although Apple’s performance in China suffered as the iPhone Pro models were excluded from the government’s subsidy program.
Xiaomi claimed the third spot with a 13.7 percent market share, demonstrating a 2.5 percent YoY increase in shipments. The brand sold 41.8 million units, benefiting from government subsidies in China that boosted sales of its mid-range offerings.
Oppo maintained its fourth-place position with a 7.7 percent market share, though its shipments declined in international markets. Vivo secured fifth place with a 7.4 percent market share and a 6.3 percent YoY growth, largely driven by robust demand for its budget devices and the V series.
IDC reports that the previous quarter exhibited growth among leading smartphone vendors, particularly Chinese brands leveraging their domestic market. This rise was supported by government subsidies that were introduced last year and later expanded to smartphones in January 2025. The subsidy program primarily targets devices priced below CNY 6,000 (approximately Rs. 70,000), which encompasses a majority of products from Chinese manufacturers.
Despite ongoing tariff fluctuations, the industry remains heavily reliant on China’s supply chain, complicating long-term strategy and compelling companies to make pivotal decisions amidst uncertainty, remarked Ryan Reith, Group Vice President of worldwide device trackers at IDC. “At this moment, U.S. smartphone brands should focus on maximizing production and shipping while taking advantage of the exemptions. However, there is also a concern that economic uncertainty could hinder consumer demand in the future.”
