Counterpoint Research·2025-09-18 01:03Core Insights - The global smartphone market experienced a 3% year-on-year growth in Q2 2025, marking the second consecutive quarter of growth, driven by strong demand for high-end models in North America, Japan, and Europe, while emerging markets saw robust growth in entry-level and low-cost 5G models [8][9][10] Market Highlights - Asia-Pacific remains the largest contributor to global shipments, accounting for over 50% of the total, with Japan showing a notable 12% year-on-year growth due to sustained consumer demand and strong promotions from carriers [8][9] - The Chinese market saw a 2% decline in shipments year-on-year, attributed to weak demand and reduced subsidies [8][9] - India rebounded with a 9% year-on-year growth, supported by a 33% increase in new product launches and strong summer promotions [8][9] - The Middle East and Africa (MEA) region experienced a 3% year-on-year growth, buoyed by easing inflation and strengthening local currencies, which bolstered consumer confidence [8][9] - Latin America and Europe emerged as the fastest-growing regions, each achieving a 4% year-on-year growth due to macroeconomic improvements and OEM expansion [8][9] Brand Performance - Samsung led the global market with a 20% share, a 7% increase year-on-year, driven by the refreshed Galaxy A series and strong performance in key markets [8][9] - Apple ranked second with a 17% market share, experiencing an 11% year-on-year increase, benefiting from strong demand for the iPhone 16 and preemptive purchases in North America due to tariff expectations [8][9] - Xiaomi maintained a third-place position with a 14% market share, showing stable growth supported by strong demand in Central Europe and Latin America, offsetting increased competition in the entry-level market [8][9] - Vivo and OPPO followed closely, with Vivo showing a 9% market share and OPPO at 8%, both benefiting from strong mid-range performance and government subsidy policies in China [8][9]