NEEDHAM, Mass., July 14, 2025 – According to preliminary data from the International Data Corporation (IDC)Worldwide Quarterly Mobile Phone Tracker, global smartphone shipments increased 1.0% year-over-year (YoY) to 295.2 million units in the second quarter of 2025 (2Q25). The smartphone market remained positive, however uncertainty fueled by tariffs volatility, on-going macro-economic challenges such as forex instability, unemployment and inflation across regions have tapered demand, making consumers deprioritize spending on smartphones, especially in low-end segments.

“Economic uncertainty tends to compress demand at the lower end of the market, where price sensitivity is highest.  As a result, low-end Android is witnessing a crunch weighing down overall market growth,” saidNabila Popal, senior research director for Worldwide Client Devices, IDC. “Additionally, lower than expected performance in China also contributed to the flat global growth. China declined in Q2 as subsidies failed to stimulate demand. Although the618 e-commercefestival was a success in terms of sell out, OEMs and channel partners used the promotions to clear inventory rather than increase shipments. While Apple was the top brand during the promotion period, it saw a 1% drop in China in Q2, offset by strong double-digit growth in emerging markets leading to a 1.5% growth globally in the quarter.”

“Samsung was able to consolidate its market leadership and outperform the overall market achieving strong growth in the quarter driven by the sales of its new Galaxy A36 and A56 products,” saidFrancisco Jeronimo, vice president, Client Devices, IDC. “These new products introduce AI-enabled features to mid-range devices, which has been effectively used in retail stores to drive sales, as more consumers become curious about AI.”

“In the face of ongoing political challenges, the impact of war, and the complexities posed by tariffs, the 1% growth in the smartphone market stands as a critical indicator that the market is poised to return to growth,” saidAnthony Scarsella, research director for Client Devices, IDC. “Q2 was packed with new models, featuring innovative designs and the powerful integration of AI, which drove the 8th consecutive quarter of growth — a feat we have not witnessed since 2013.”

(Preliminary results, shipments in millions of units)

Table Notes:

• Data are preliminary and subject to change.
• Company shipments are branded device shipments and exclude OEM sales for all vendors.
• The “Company” represents the current parent company (or holding company) for all brands owned and operated as a subsidiary.
• Figures represent new shipments only and exclude refurbished units.
• IDC declares a statistical tie in the Smartphone market when there is a difference of one-tenth of one percent (0.1%) or less in the shipment shares among two or more companies.

IDC Tracker products provide accurate and timely market size, vendor share, and forecasts for hundreds of technology markets from more than 100 countries around the globe. Using proprietary tools and research processes, IDC’s Trackers are updated on a semiannual, quarterly, and monthly basis. Tracker results are delivered to clients in user-friendly Excel deliverables and on-line query tools.

For more information about IDC’s Worldwide Quarterly Mobile Phone Tracker, please contact Jackie Kliem at 508-988-7984 andjkliem@idc.com.

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International Data Corporation (IDC) is the premier global provider of market intelligence, advisory services, and events for the information technology, telecommunications, and consumer technology markets. With more than 1,300 analysts worldwide, IDC offers global, regional, and local expertise on technology, IT benchmarking and sourcing, and industry opportunities and trends in over 110 countries. IDC’s analysis and insight helps IT professionals, business executives, and the investment community to make fact-based technology decisions and to achieve their key business objectives. Founded in 1964, IDC is the world’s leading tech media, data, and marketing services company. To learn more about IDC, please visitwww.idc.com. Follow IDC on Twitter at@IDC andLinkedIn. Subscribe to theIDC Blog for industry news and insights.

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Contacts:

Escalate PR for IDC

IDC@escalatePR.com

Nabila Popal

npopal@idc.com

+1 571-373-1816

Francisco Jeronimo

fjeronimo@idc.com

+44 77 9630 1919

Anthony Scarsella

ascarsella@idc.com

+1 508-308-3301