After completing a strong 2024, with the first major growth in the smartphone market in recent years, we now know how this segment fared in the first quarter of 2025. And while the results are not negative, they can be considered technically flat growth, as smartphone sales increased by only 0.2%.
It was the consulting firm Canalys, which is familiar with this type of market research, that provided details of the first quarter of 2025 in terms of smartphone sales.
Very slight sales growth
As we reported, the market grew 0.2% compared to the same quarter in 2024. This resulted in sales of 296.9 million units. According to analysts, this represents the third consecutive quarter of market slowdown. This could be a result of a combination of factors, such as a replacement cycle that has reached its peak, or inventories now at healthier levels for their balance sheets.
Therefore, although growth continues, it is happening at a much slower pace than the global figure at the end of 2024, with a 7% increase. Analysts had already predicted this a few weeks ago, expecting a 2025 transition to a 2026 with much more aggressive sales figures.
Samsung leads the market again
Once again, the Korean firm leads the way in sales, having sold 60.5 million units this quarter. This has been helped by the new Galaxy S25 series, introduced in January, as well as some of the most notable launches in its Galaxy A range. This has resulted in a 20% market share in the first quarter, an increase of 1%. With 19%, Apple once again remains in second place, with sales of 55 million units, increasing its growth by 13% compared to the same period last year.
Xiaomi remains in third place, with sales of 41.8 million units, a 15% market share, and 3% growth. Vivo follows with an 8% market share, selling 22.9 million units and growing 7%. Oppo’s figures are almost identical to those in fifth place, with 22.7 million units sold, or an 8% market share. However, it is the only company to decline, with results 9% lower than last year.
A market more complex than ever
This is how Canalys describes the current smartphone market, especially when comparing the performance of different regions. The United States has emerged as the region with the best results in the market, with 12% growth, well above the paltry 0.2% global growth. This market has grown so much, primarily due to the traction that Apple and its iPhones have gained in this market, where demand has recovered very well.
Furthermore, thanks to the inventory buildup caused by tariff tensions, Apple has managed to sell more devices, also thanks to the rush to get its hands on an Apple device before prices rise due to these tensions. On the other hand, markets such as Latin America, the Middle East, and India have seen their worst results this quarter, mainly due to already saturated replacement demand.
As for Europe, it hasn’t been a good quarter, with a widespread decline. This is mainly due to the excess inventory of high-end devices in recent quarters. Furthermore, mid-range and low-end products have seen their product lines disrupted by stricter directives regarding more eco-friendly design. Regarding the rest of 2025, Canalys expects significant market volatility, particularly in the United States, with inventory prone to further write-downs and lower consumer confidence due to the tariff war.
