Global smartphone shipments dropped slightly in Q2 2025, according to the latest report from Canalys. A total of 288.9 million units were shipped, down due to weak demand and tariff concerns.
Samsung led the market with 57.5 million units shipped. That’s a 7% increase from last year. Its Galaxy A series drove growth, especially in emerging markets. Samsung also boosted US shipments by 38%, ahead of expected tariff changes.
Apple came second with 44.8 million units. Shipments fell 2% year-over-year. Apple faced strong competition in China and adjusted its US inventory.
Xiaomi stayed in third place with 42.4 million units. It saw strong growth in Latin America and Africa. vivo ranked fourth with 26.4 million units, up 2%, helped by demand in India. TRANSSION (the company behind Infinix, TECNO, and itel) was fifth with 24.6 million units, down 3%.
Outside the top five, Nothing made headlines. It grew 177% year-over-year and shipped over 1 million units for the first time. Its success came mostly from India.
Vendors are now focusing on profit. They’re balancing short-term gains with long-term plans to stay competitive.
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