Narrative: Global Smartphone Vendor and OS Share by Region: Q2 2025

Global smartphone shipments grew 4% YoY in Q2 2025, led by Samsung and Apple, as emerging markets recovered and overstocking concerns eased.

Global smartphone shipments rebounded 4% YoY in Q2 2025, maintaining the upward track for seven quarters in a row, but the growth rate has slowed down as we expected. The overstocking of iPhones and Android smartphones in anticipation of tariff woes, as well as the recovery in emerging markets, largely delivered the solid results. Samsung topped the global smartphone market with a 19% share in Q2 2025. Apple ranked in second place with a 17% share. Xiaomi, vivo, and Transsion took the top 5 list. OPPO(OnePlus), Honor, Lenovo-Motorola, Huawei, and Realme are on the top ten list this quarter. Except for Western Europe, all other regions posted the annual growth rate this quarter.