The global smartphone industry showed resilience in Q2 2025, with wholesale revenue rising 3.8% year-over-year (YoY), supported by stronger smartphone shipments and modest growth in wholesale average selling prices (ASPs).

Apple Strengthens Its Lead in Global Revenue Share

Apple maintained its leadership in the global smartphone market during Q2 2025, not only holding the top spot but also gaining revenue share annually. Samsung followed with a flat revenue share compared to last year. Xiaomi secured the third position, followed by Huawei and vivo.

The top 10 vendors for Q2 2025 included:

• Apple
• Samsung
• Xiaomi
• Huawei
• vivo
• OPPO (OnePlus)
• Honor
• Lenovo-Motorola
• Transsion
• Realme

Foldable Smartphones: Huawei on Top, Asia-Pacific Drives Growth

The foldable smartphone market continued to see intense competition. Huawei led global foldable smartphone shipments in Q2 2025, followed by Motorola and Samsung. Despite this, YoY growth for foldables remained flat due to challenges such as:

• Geopolitical tensions
• Economic uncertainty
• Weaker performance from Samsung

Asia-Pacific emerged as the key growth region for foldable smartphones, helping offset stagnation in other regions.

Shipments Growth Exceeds Expectations

Global smartphone shipments increased by 4% YoY in Q2 2025, slightly above forecasts. The growth was fueled by a shipment-centric strategy adopted by leading vendors in their key markets.

• Apple led shipments in seven countries
• Samsung led in five countries
• Xiaomi topped the market in Russia
• vivo became the leader in India
• Huawei continued its dominance in China for two consecutive quarters

Comprehensive Market Data Available in TechInsights’ Report

Our in-depth report provides detailed quarterly global handset and smartphone data from Q1 2010 to Q2 2025, including:

• Shipments
• Wholesale (transfer) pricing
• Revenue metrics
• Operating profit and margin for 28 major vendors

Additionally, the report tracks global smartphone vendor market share by price-tier and global revenue-share by price-tier, offering unparalleled insight into the dynamics shaping the smartphone industry.