Global dominance secured: Apple outpaces Samsung as the foremost player in the international smartphone market
In the ever-evolving landscape of technology, the smartphone market continues to be a battleground for major players and emerging brands. Here's a snapshot of the current trends shaping the industry.
Market Shares and Sales Volumes
The global smartphone market experienced a modest growth in Q2 2025, with estimates suggesting a 1% to 1.4% increase in shipments, reaching approximately 295.2 million units[1][5]. However, market estimates vary, with TechInsights reporting a 4% year-over-year increase to 300 million units[2], and Canalys noting a slight decline to 288.9 million units[4].
Samsung and Apple continue to dominate the market, each accounting for around 19% to 20% and 17% to 18% of the market share respectively[2][3][4]. Xiaomi defended its third position with significant growth in regions like Latin America and Africa[4]. Vivo also featured among the top vendors, showing growth in India[4]. Huawei, despite facing challenges, remains a notable player, though its market share has diminished over time[3][4].
Emerging Trends and Players
The market is witnessing a shift towards integrating AI into more affordable devices to offset slowdowns in unit sales, pushing higher price points to maintain revenue[1]. Regions like Latin America, Africa, and India are providing growth opportunities for players like Xiaomi and vivo[4].
Emerging players like Transsion are making a mark, particularly in Africa, and the market is also witnessing the rise of other regional brands. Huawei, despite challenges, remains relevant with innovations like the Kirin series[3][4].
Challenges and Opportunities
Global economic uncertainty has affected demand, particularly in lower-end segments. However, Samsung's strategic focus on "smart volume" has helped it navigate these challenges[1][4]. Technological innovations such as silicon photonics and edge AI present opportunities for future growth[2].
The Big Picture
The smartphone market is entering a "very interesting time," characterized by a proliferation of Android providers diversifying the market. Apple, despite facing regulatory challenges and renewed competition, has unseated Samsung to become the dominant player in the global smartphone market for the first time in over a decade[6].
In the face of heightened competition, Samsung's struggles in the smartphone market are not limited to competition from Apple but also from more affordable Android models, particularly from Transsion and Xiaomi. Consumers are increasingly prioritizing innovative features like foldable phones and AI capabilities in their smartphone choices.
[1] TechCrunch. (2025). IDC: Global smartphone shipments grew by 1% in Q2 2025. [online] Available at: https://techcrunch.com/2025/07/22/idc-global-smartphone-shipments-grew-by-1-in-q2-2025/
[2] TechInsights. (2025). Smartphone Shipments Grow 4% Year-Over-Year in Q2 2025. [online] Available at: https://www.techinsights.com/news/2025/07/smartphone-shipments-grow-4-year-over-year-in-q2-2025
[3] The Verge. (2025). Huawei is making its own chips, and it could be a game changer. [online] Available at: https://www.theverge.com/2025/08/10/21362063/huawei-hisilicon-kirin-chips-us-ban-technology
[4] Canalys. (2025). Q2 2025 Smartphone Market Update: Samsung and Xiaomi lead the market. [online] Available at: https://www.canalys.com/newsroom/q2-2025-smartphone-market-update-samsung-and-xiaomi-lead-the-market
[5] International Data Corporation (IDC). (2025). Worldwide Quarterly Mobile Phone Tracker. [online] Available at: https://www.idc.com/promo/smartphones-tablets/worldwide-quarterly-mobile-phone-tracker
[6] CNBC. (2025). Apple unseats Samsung to become the dominant player in the global smartphone market for the first time in over a decade. [online] Available at: https://www.cnbc.com/2025/10/20/apple-unseats-samsung-to-become-the-dominant-player-in-the-global-smartphone-market-for-the-first-time-in-over-a-decade.html
- In response to potential slowdowns in unit sales, more affordable consumer electronics like smartphones are being designed with artificial intelligence.
- The global smartphone market, marked by the competition between major players such as Samsung and Apple, is witnessing the emergence of regional brands like Transsion and Xiaomi.
- The smartphone market has noted a slight growth due to factors such as technological innovations and the integration of AI, but estimates vary, ranging from 1% to 4% increase in shipments.
- The proliferation of Android providers is diversifying the smartphone market, creating a very interesting time, with Apple becoming the dominant player for the first time in over a decade.
