A marginal retreat, but with clear adaptation strategies by top players, is recorded by the world market for smartphones in the 2nd quarter of 2025, according to Canalys (now omdia). The global missions stood at 288.9 million devices, the same as the corresponding quarter of 2024, indicating stagnation in a period where consumer demand remains restrained and geopolitical pressures affect the rate of recovery.

According to Canalys data, Samsung was at the top of the missions, recording 57.5 million devices and a 7% reinforcement on an annual basis. It was the first quarter since the end of 2021, which scored the largest growth among the top five manufacturers. Its success is mainly attributed to the massive Galaxy A series, and in particular to the new Galaxy A0x, A1X and A06 5G models, which increased its share in emerging markets. In addition, the company spectacularly increased its US missions by 38%, as it strategically promoted reserves in view of possible new tariffs.

Lightly retreat of demand – Samsung is gaining ground, Apple can withstand, regions make the difference

Apple followed with 44.8 million iPhones, with a 2% reduction in the previous year. However, it has maintained remarkable durability amid fierce competition in China and US market adjustments. Tuesday in a row was Xiaomi with 42.4 million devices, maintaining the same market share (15%) and boosting its position in Latin America and Africa.

Competition

Vivo, in fourth, raised its missions by 2% (26.4 million devices), thanks to the positive course in India. Transsion – through Sub -Brands Infinix, Tecno and ITEL – completed the five, although with a decrease of 3% (24.6 million).

Impressive – according to analysts – was the presence of Nothing, which recorded a 177% increase in its missions, exceeding 1 million devices in a quarter for the first time, mainly due to its success in India.

An important factor in differentiation was the regional strategy of manufacturers. The Middle East and Africa stood out as key driving levers. In Africa, the shift from feature phones to smartphones is accelerating, with the contribution of government policies, increased competition and new funding models. In the Middle East, high-end model sales were favored by Eid al-Adha, demand for dose devices (“buy now, pay late”) and coordination of retailers and manufacturers.

Change of strategy

With the total of 2025 deleting “stationary”, manufacturers focus on profitable regular movements, strict cost control and better resource design. The competition will intensify in the 3rd quarter, with an emphasis on AI, folding devices and super-minute smartphones.

“However, fragile consumer confidence and the need to balance stock requires prudence and flexibility by distribution channels to avoid strategic errors that could cost 2026”, The analysts emphasize.