According to a recent report from market research firm Canalys, global smartphone shipments experienced a marginal year-on-year growth of 0.2 percent during the first quarter of 2025. While regions such as India and Latin America saw significant declines in smartphone sales, markets in China and the United States exhibited positive growth trends.
Canalys’ latest findings indicate that global smartphone shipments reached 296.9 million units in Q1 2025, marking a slight increase from the previous year. This growth, however, is the slowest seen over the past three quarters, as manufacturers focus on maintaining healthier inventory levels.
Samsung Leads the Market with 20 Percent Share
In the first quarter, Samsung maintained its position as the leading smartphone manufacturer, shipping 60.5 million units and capturing a market share of 20 percent. The South Korean tech giant’s growth was bolstered by the launch of its latest Galaxy S25 series and new models in the Galaxy A series.
Apple secured the second spot with 55.0 million units shipped, amounting to a 19 percent market share. The company benefited from strong demand in emerging markets across the Asia Pacific and in the United States.
Canalys Smartphone Market Pulse: Q1 2025
Photo Credit: Canalys
Xiaomi ranked third, with 41.8 million units shipped and a 14 percent market share. Vivo and Oppo followed, with shipments of 22.9 million and 22.7 million units, respectively, and both brands holding an 8 percent market share.
The report notes that while Mainland China, the US, and Africa registered a healthy uptick in smartphone sales, markets in India, Europe, and the Middle East exhibited a more cautious approach. Government subsidy programs have reportedly fueled growth in China, while Africa’s growth has been driven by retail activations and efforts toward market expansion.
The US smartphone market reflected a robust 12 percent increase year-on-year in Q1, significantly attributed to Apple. “Apple has been proactive in building inventory ahead of anticipated tariff changes. While the majority of iPhones shipped to the US are still manufactured in Mainland China, production in India has been increasingly ramped up. This includes standard models from the iPhone 15 and 16 series as well as accelerated production for the 16 Pro series,” said Le Xuan Chiew, Research Manager at Canalys. Chiew added that in light of ongoing tariff fluctuations, Apple is likely to continue expanding its US-dedicated production in India to mitigate future risks.
Looking ahead, Chiew anticipates considerable volatility in the US market over the next couple of quarters, influenced by necessary inventory adjustments and softening consumer confidence.
Toby Zhu, Principal Analyst at Canalys, pointed out that major smartphone manufacturers have yet to revise their full-year shipment targets despite the underwhelming Q1 performance. He expresses optimism for a rebound starting in the second quarter, citing early signs of recovery in Southeast Asia and Latin America.
