Smartphone shipments around the world edged higher during the second quarter of 2025. According to Counterpointresearch, the market grew by roughly 2 percent year-over-year, supported by demand in several developed economies. While not a large jump, the increase marked a second straight quarter of forward movement.
Samsung stayed ahead
Samsung kept its lead in global rankings. Shipments were up by 8 percent from last year’s Q2, helped by consistent performance in its A-series lineup. Demand across North America, Europe, and other established markets contributed to the total. Older flagship devices remained active in rotation, and the brand managed to hold its ground with a balanced portfolio.
Apple followed with steady growth
Apple remained in second place. It recorded a 4 percent rise in shipments compared to the same period last year. Markets such as India and Japan continued to support volume, along with stable figures from North America. Ongoing interest in both iPhone 15 and iPhone 16 models played a part in holding user attention.
Motorola picked up speed
Motorola posted the strongest growth among major brands during the quarter. Shipments increased by 16 percent year-over-year. That gain came from steady movement in India and prepaid momentum in North America. The company has also been trying to scale its mid-range 5G offerings, which may have supported the wider pickup.
Xiaomi stayed in third
Xiaomi held onto its position but didn’t show growth. Shipments remained roughly flat compared to a year earlier. Still, the brand had traction in Central Europe, Latin America, and China. Device refreshes and software expansion helped sustain interest, even as the overall pace of change slowed.
vivo and OPPO kept pace
The two brands rounded out the top five. OPPO’s A5 Pro performed well in entry-level segments. vivo drew strength from mid-range models and seasonal events in China. Both brands reported stable activity in parts of Latin America and the Middle East, where recovery signs have been more recent.
Slight recovery in global shipments
The quarter’s results suggest a fragile but ongoing recovery. Developed regions led most of the gains, while other markets showed mixed signals. Smartphone makers have continued to adjust product lines, regional priorities, and pricing in response to slower cycles and shifting patterns in demand.
Read next: Data Reveals Shifting Patterns in DDoS Attacks, With Business Rivals Driving Majority of Identified Threats
