The worldwide smartphone market noticed modest year-on-year progress of 0.4 per cent within the first quarter of 2025, with whole shipments reaching 301.4 million items, based on the most recent figures from the Worldwide Knowledge Company (IDC).
Amid a backdrop of heightened geopolitical tensions and tariff uncertainty between the US and China, Samsung reclaimed its position because the world’s main smartphone vendor, edging previous Apple due to its AI-integrated product portfolio.
Samsung shipped 60.6 million items throughout the quarter, sustaining a 20.1 per cent market share, a slight enhance of 0.6 per cent in comparison with Q1 2024. The South Korean tech big’s renewed dominance was fuelled by the sturdy efficiency of its flagship Galaxy S25 and the extra inexpensive Galaxy A36 and A56, which introduced superior AI options to the mid-range section.
“Samsung’s concentrate on embedding AI capabilities throughout its product vary — not simply in premium fashions however in accessible mid-tier units – has resonated with customers, significantly in cost-sensitive markets,” stated Francisco Jeronimo, Vice President of Shopper Units at IDC. “This broad AI technique has given Samsung an important aggressive edge at a time when market dynamics are shifting quickly.”
Apple, in the meantime, posted its best-ever Q1 when it comes to items shipped, delivering 58.7 million iPhones, an 11.6 per cent enhance year-on-year. This spectacular progress was largely pushed by an aggressive stockpiling technique forward of anticipated U.S. tariffs on Chinese language imports, in addition to sturdy demand in a number of worldwide markets. Regardless of this, Apple narrowly missed out on the highest spot and confronted headwinds in China, the place its Professional fashions didn’t profit from a authorities subsidy scheme focusing on units below CNY6,000 (approx. $820).
“The U.S. market grew by 8.3 per cent in Q1, reflecting sturdy shopper demand and urgency to buy forward of potential worth will increase,” famous Anthony Scarsella, IDC’s Analysis Director for Shopper Units. “Apple capitalised on this second effectively, however ongoing volatility in commerce coverage makes sustained momentum unsure.”
Chinese brands additionally made notable positive aspects, significantly inside their home market. Xiaomi and Vivo benefitted considerably from a state-backed subsidy scheme aimed toward boosting consumption. Xiaomi shipped 41.8 million items (up 2.4 per cent), whereas Vivo noticed a 6.5 per cent enhance, reaching 22.7 million items. OPPO, regardless of regaining fourth place, skilled a decline of 6.6 per cent as a result of weaker worldwide efficiency.
The IDC report additionally revealed a shrinking share for smaller distributors grouped below the “Others” class, whose collective shipments dropped 6.1 per cent year-on-year, indicating continued consolidation among the many prime gamers.
“Wanting forward, distributors might want to steadiness innovation, affordability, and geopolitical danger in an effort to maintain progress,” concluded Jeronimo. “Samsung’s present lead highlights how strategic product growth, particularly round rising applied sciences like AI, can form market management even in unsure instances.”
