Global Handset Market Q1 2025 Overview

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Market Analysis by Canalys

The renowned market research firm, Canalys, has released its insights into the global handset market for the first quarter of 2025. The analysis reveals a steady performance with handset shipments reaching 296.9 million units, mirroring the figures from the previous year.

Top Smartphone Brands in Q1 2025

Apple Narrows the Gap with Samsung

In accordance with the Canalys report, Samsung and Apple dominated the market with respective shares of 20% and 19%. Samsung secured its lead by shipping 60.5 million units, while Apple followed closely with 55 million units. Meanwhile, Xiaomi held its ground in third place, dispatching 41.8 million devices, although its growth momentum has decelerated in recent quarters.

Moreover, vivo demonstrated a notable 7% increase, achieving a shipment volume of 22.9 million. Conversely, Oppo, which includes OnePlus, experienced a decline, shipping 22.7 million devices. Collectively, other manufacturers accounted for a shipment total of 94 million units.

Interestingly, brands under the BBK Electronics umbrella—such as Oppo, Vivo, and Realme—captured nearly 20% of the market share.

Regional Trends and Market Dynamics

Canalys highlighted varied regional trends: while demand in China and the United States surged, consumer interest waned in regions like India, Europe, and the Middle East. However, retail and brand initiatives thrived in Africa, contributing to a strengthened market presence.

While the Q1 2025 figures are promising, Canalys anticipates a more pronounced market recovery in the subsequent quarters. This optimism is fueled by reduced inventory levels and the launch of new products, which are expected to reinvigorate the market.

Shipment Statistics

• Samsung: 60.5 million units (20%)
• Apple: 55.0 million units (19%)
• Xiaomi: 41.8 million units (14%)
• vivo: 22.9 million units (8%)
• OPPO (including OnePlus): 22.7 million units (8%)
• Other Manufacturers: 94.0 million units