Counterpoint Research·2025-07-17 01:25Core Viewpoint - The global smartphone shipment is projected to see a slight year-on-year growth of 2% in Q2 2025, marking the second consecutive quarter of growth, primarily driven by contributions from North America, Japan, and Europe [2][3]. Market Dynamics - The first quarter's shipment disruptions due to tariff concerns have started to ease in the second quarter, although markets like China and North America still face some impacts, leading to inventory build-up in North America [2]. - There is a rising interest in entry-level and budget 5G devices in emerging markets, while high-end demand remains stable in mature markets [2]. Brand Performance - Samsung retained its position as the global leader in smartphone shipments, achieving an 8% year-on-year growth, supported by resilient performance across regional markets and strategic product launches, particularly in the mid-range A series [3]. - Apple continued its growth trajectory with a 4% year-on-year increase in shipments, driven by strong performances in North America, India, and Japan, alongside stable demand for the iPhone 16 and iPhone 15 series [3]. - Motorola experienced a significant year-on-year growth of 16%, primarily fueled by strong demand in the Indian market and the North American prepaid market [4]. Competitive Landscape - Xiaomi's performance in Q2 2025 remained flat year-on-year, ranking third, with strong demand in Central Europe and Latin America, and stable momentum in China [4]. - Vivo and OPPO ranked fourth and fifth, respectively, showing stable performance in the mid-range market and signs of recovery in overseas markets like Latin America and the Middle East and Africa [4]. - OPPO solidified its position in the entry-level market with strong performance from the A5 Pro, while Vivo benefited from promotional activities during China's "618" shopping festival [4].