The global smartphone market declined by 1% year-on-year in Q2 2025, marking the first quarterly drop in six quarters, according to analyst firm Canalys. The modest fall reflects continued subdued consumer demand across key markets.
In a statement, Canalys said the dip also highlights stable vendor performances amid growing uncertainty and volatility in the global macroeconomic landscape.
“Despite a market slowdown in Q2, driven by the fading replacement wave of pandemic-era devices and persistently weak consumer demand, most vendors delivered stable and resilient performances,” said Runar Bjorhovde, Senior Analyst at Canalys.
“Vendors are focusing on operational efficiency and tactical wins at scale. Many had higher ambitions for Q2 but were forced to revise production targets downwards to avoid inventory build-up.
“The exception was the US, where major uncertainties around tariff policies and timelines under the Trump administration have led companies such as Apple, Samsung and Motorola (Lenovo) to maintain high inventory levels and frontload shipments. These are key operational strategies to navigate a complex geopolitical and regulatory environment.”
Samsung retained its lead in the global market with a 19% share, followed by Apple in second with 16%, and Xiaomi in third with 15%. Transsion and Oppo completed the top five, with 9% market share each.
Amber Liu, Canalys Practice Lead for Smartphone Research, said vendors should expect flat growth for the remainder of 2025.
