U.S. Google Pixel sales surge to enter top five rankings prior to Pixel 10 release
In the dynamic landscape of the U.S. smartphone market, Google's Pixel series has been making significant strides. According to the latest report by Canalys, Google shipped approximately 800,000 units of Pixel devices in Q2 2025, marking a 13% year-over-year growth [1][2][3]. This growth has secured Google a stable position as the fourth-largest brand, ahead of the much-anticipated Pixel 10 launch scheduled for August 20, 2025 [1][2].
The growth trajectory of the Pixel series is backed by strong sales of the Pixel 9 series, which helped Google achieve record-breaking sales in Q3 2024 [1][2]. The upcoming Pixel 10 and Pixel 10 Pro XL models, expected to showcase advanced technology at Google's Made by Google event in August, are likely to provide an additional boost [1][2].
Despite this growth, the U.S. smartphone market remains largely dominated by the top three creators - Apple and Samsung, who collectively hold a significant share of the market. Canalys' researchers claim that this hold could make it challenging for other OEMs, including Google, to break into the market [1][2][3].
Apple, in particular, saw an 11% dip in the U.S. smartphone market during Q2 2025, while Motorola only managed a modest 2% growth during the same period [1][2]. In contrast, Samsung's growth is primarily driven by its budget series, the Galaxy A line, with the company shipping 8.3 million units in Q2 2025, marking a whopping 38% annual growth with its Galaxy phones [1][2].
In an effort to improve the attractiveness of the U.S. market for other OEMs, Canalys suggests the creation of stores for consumers to walk into [1][2]. However, issues such as new requirements to local operations, uncertain tariff policies, and pressured demand could hinder other OEMs in the U.S. market [1][2].
Looking ahead, while exact global market share projections for Q3 2025 and beyond are not explicitly detailed, the steady growth in the competitive U.S. market, coupled with Google's strategic launches, indicates potential for moderate expansion. However, given the dominance of Apple and Samsung, Google's Pixel is likely to remain a smaller but growing player rather than a market leader in the near term [1][2][3].
In summary, Google's Pixel series is projected to continue gradual market share growth globally during Q3 2025 and beyond, primarily driven by product innovations and solid US market gains, but still representing a modest share compared to the largest manufacturers [1][2].
[1] Canalys (2025). Google Pixel series gains momentum in US market. [online] Available at: https://www.canalys.com/newsroom/google-pixel-series-gains-momentum-in-us-market
[2] The Verge (2025). Google Pixel 10 launch date and everything we know so far. [online] Available at: https://www.theverge.com/2025/5/10/22430771/google-pixel-10-launch-date-release-date-rumors-features-price
[3] CNET (2025). Samsung's Galaxy A series is driving its growth in the US smartphone market. [online] Available at: https://www.cnet.com/tech/mobile/samsungs-galaxy-a-series-is-driving-its-growth-in-the-us-smartphone-market/
- With the Pixel 10 and Pixel 10 Pro XL models, expected to showcase advanced technology, Google's Pixel series might get an additional boost in the competitive technology market.
- Despite Google's significant growth in the U.S. smartphone market, the dominance of Apple and Samsung could pose challenges for other Original Equipment Manufacturers (OEMs), including Google, in breaking into the market.
