Core 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]

Core Viewpoint - The global smartphone operating system market share has seen slight changes in Q4 2024, with Android maintaining a significant lead but facing challenges in key markets like the US and India, while iOS and HarmonyOS show varying trends in different regions [3][4]. Market Insights - In Q4 2024, Android held a 74% market share, unchanged year-on-year, but recorded its lowest quarterly share in the US and India. Despite a double-digit decline in sales from smaller vendors in the US, growth from Motorola and Google helped mitigate losses. iPhone sales in the US only saw a 1% year-on-year decline [3]. - In India, iPhone sales reached a record high due to festive promotions, with older iPhone models accounting for two-thirds of Q4 2024 sales [3]. - HarmonyOS maintained a global market share of 4% year-on-year, but in China, it surged to 19% due to strong sales of new products, leading iOS for the fourth consecutive quarter [3][4]. - The smartphone subsidy policy is expected to further benefit domestic manufacturers and drive the growth of HarmonyOS [4].

数据来源：Counterpoint Research 市场监测服务自 2021 年 Q3 起，OPPO 包括 OnePlus 市场要点 中国智能手机出货量市场份额（%） 中国智能手机出货量市场份额（ Q3 2023 - Q4 2024 ） 2024 年 Q4 中国智能手机出货量同比增长 5%，环比增长 9%，标志着连续四个季度实现同比增 长。 在 2024 年 Q4，vivo 以 18% 的市场份额稳居第一，主要得益于其性价比高的 Y 系列。其子品牌 iQOO 对这一增长也做出了重要贡献。 苹果以 16.8% 的市场份额位居第二，华为紧随其后，市场份额为 16.7%。除了 Pura 70 和 Mate 60 系列外，新推出的中端 Nova 13 系列也对这一增长做出了重要贡献。 小米以 16% 的市场份额位列第四，主要得益于旗舰 Mi 15 系列的热销。该品牌在今年的高端化方 面取得了显著进展。 2024 年，中国智能手机出货量同比增长 4%，而 2023 年则同比下降 4%。展望 2025 年，中国智能 手机市场预计将继续保持低个位数的增长。1 月宣布的全国智能手机补贴计划有望成为推动销量 增长的催化剂，特 ...