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The global smartphone market kicked off 2025 with a slight uptick in momentum. According to the latest data from the International Data Corporation (IDC), total smartphone shipments reached 301.4 million units in Q1, marking a modest 0.4% year-over-year growth. While it’s not a dramatic surge, it’s still a positive sign for an industry navigating economic uncertainty, geopolitical tension, and looming tariff threats, particularly between the US and China.
Samsung Reclaims the Throne
Samsung made a strong comeback this quarter, reclaiming its spot as the world’s leading smartphone vendor, a title it lost to Apple in late 2023. The company shipped 60.6 million devices, nudging up its global market share to 20.1%. This bounce-back was powered by the success of its latest flagship, the Galaxy S25, along with its AI-enhanced mid-range offerings like the Galaxy A36 and A56, which are making advanced tech more accessible to everyday users.
📱 Global #smartphone output hit 289M in Q1 2025; #Samsung led on stockpiling and tariffs. How will geopolitics and Chinese subsidies shape Q2? 💡More analysis from #TrendForce: https://t.co/fInHzM9MGd 🔗— TrendForce (@trendforce) June 12, 2025
Apple’s Record Quarter Isn’t Enough
Apple had a stellar Q1, posting its highest-ever first-quarter shipment numbers with 58.7 million iPhones sold, an 11.6% increase from the same period last year. A big part of that push came from strategic stockpiling ahead of expected US tariffs on Chinese goods, as well as strong international demand. Still, Apple just missed the top spot—partly due to slower sales in China, where government subsidies are only offered for devices under CNY 6,000 (around $820). Unfortunately, Apple’s premium iPhones didn’t qualify.
Chinese Brands Hold Steady with Local Support
Homegrown Chinese brands had a decent quarter too, thanks to local subsidy schemes designed to boost consumer spending. Xiaomi saw a 2.4% bump, shipping 41.8 million units, while Vivo jumped 6.5%, delivering 22.7 million phones. OPPO managed to climb back to fourth place globally, but its shipments were down 6.6%, mainly due to softer performance outside of China.
Big Brands Squeeze Out the Smaller Players
The report also highlights a continuing trend in the industry, market consolidation. Smaller smartphone makers, grouped under “Others,” saw their combined shipments drop by 6.1%, signalling that the big players are getting bigger, while less established brands are struggling to keep up.
As the year unfolds, the smartphone landscape will continue to be shaped by AI innovation, shifting global trade dynamics, and consumer spending habits. With new models and smarter features on the way, the competition for the top spot remains fierce, and 2025 is just getting started.
