Canalys·2025-07-15 05:57Core Insights - The global smartphone market is projected to decline by 1% year-on-year in Q2 2025, marking the first drop in six consecutive quarters, reflecting cautious consumer sentiment and macroeconomic uncertainties [1][2][4] - Samsung maintained its market leadership with a 19% share, followed by Apple at 16% and Xiaomi at 15%, while Transsion and OPPO each held 9% [1][5] Market Performance - Despite a slight decrease in shipments, major manufacturers demonstrated stability and resilience amid a slowing market due to the waning replacement demand from the pandemic and ongoing weak consumer demand [2][4] - The U.S. market is an exception, where manufacturers like Apple, Samsung, and Motorola maintained high inventory levels in response to geopolitical and regulatory uncertainties [2] Consumer Behavior - Many consumers who delayed upgrades in early 2025 are expected to make purchases during year-end shopping festivals and promotional events, with effective pricing strategies and promotions being crucial for success [4] - Price-sensitive consumers remain the primary drivers of upgrade demand, preferring to replace old devices at reasonable prices [4] Market Share Data - The preliminary market share data for Q2 2025 shows: - Samsung: 19% - Apple: 16% - Xiaomi: 15% - Transsion: 9% - OPPO: 9% - Others: 33% [5] Industry Outlook - The smartphone industry is anticipated to stabilize in 2025, with manufacturers prepared to address the expected flat market, leveraging new product launches that emphasize design, ecosystem innovation, and privacy features [4][6]