The global smartphone market share Q2 2025 report is out and the numbers paint a fascinating picture. According to the latest data from Counterpoint Research, global smartphone shipments grew by 2% year-on-year, marking a second straight quarter of recovery largely thanks to renewed demand in developed markets like North America, Japan, and Europe. But while the overall market saw a boost, not all smartphone brands came out ahead.
Samsung and Apple continued their upward trajectory, while OPPO and Vivo found themselves sliding. Surprisingly, Motorola also emerged as one of the fastest risers. So, who’s winning and why?
Samsung Tops the Global Smartphone Market Share Q2 2025 Rankings
Leading the global smartphone market share Q2 2025 rankings is Samsung, sitting comfortably at 20% global share, up from 19% in Q2 2024. With an 8% YoY growth, Samsung not only retained the top spot but also emerged as the fastest-growing brand among the top five globally.
Its momentum was powered by strong uptake of its Galaxy S25 series, a refresh of the mid-tier A-series that includes the likes of Galaxy A56, Galaxy A36 and Galaxy A26, and AI-driven features across both flagship and foldable models. Developed markets responded well to Samsung’s blend of premium innovation and affordability, solidifying its global lead. Unfortunately, Kenyans won’t be part of the latest foldable drive after Samsung Kenya chose to skip the local launch of the Galaxy Z Fold 7 and Galaxy Z Flip 7.
Apple Steady at Second with 16% Market Share
Right behind Samsung is Apple, holding 16% market share with a 4% YoY growth. The iPhone 15 and 16 series performed exceptionally in North America, Japan, and India. Interestingly, early demand in the U.S. surged ahead of expected tariffs, showing how supply chain and pricing dynamics can affect performance in high-value regions. Apple’s ecosystem strategy and continued demand for premium models mean it’s likely to maintain this momentum into H2 2025, especially with the iPhone 17 looming.
Motorola Joins the Big Movers
While not a top-five brand globally, Motorola stood out in the latest global smartphone market share Q2 2025 report thanks to a whopping 16% YoY growth. The brand gained ground in India and the U.S. prepaid market, driven by a competitive mid-range 5G portfolio and growing brand visibility.
This aligns with findings from Techish Kenya’s earlier report on Q1 2025 smartphone growth in Africa, where budget-friendly 5G devices and entry-level models are gaining serious traction — categories where Motorola is sharpening its focus. Unfortunately, Kenya and Africa aren’t part of Motorola’s current smartphone focus.
OPPO and Vivo See the Sharpest Declines
Not all brands fared as well in Conterpoint Research’s global smartphone market share Q2 2025 rankings:
- OPPO fell from 9% to 8% market share, a -8% YoY drop.
- Vivo slid from 9% to 8%, with a -4% YoY decline.
Both brands have struggled to gain footholds in the developed markets that have fueled global recovery. Instead, their performance is still tied to emerging markets, where recovery has been patchy. Even though OPPO found success with its A5 Pro in the entry segment and Vivo performed well during China’s 618 festival, it wasn’t enough to reverse the downward trend.
This struggle mirrors earlier Q1 2025 trends in Africa, where Transsion brands dominated and OPPO/Vivo remained minor players. Unless they increase presence in high-growth regions like Europe or North America, their global shares may continue shrinking.
Xiaomi Holds the Middle Ground
Xiaomi maintained its position with 14% market share, showing flat YoY performance. The brand continued to do well in Central Europe, Latin America, and China, supported by a consistent device refresh cycle and its push into AI-integrated premium phones.
Xiaomi’s strategy mirrors what works in markets like Kenya: value-driven innovation. As seen in Africa’s Q1 2025 growth, affordability and 5G support are key. Xiaomi’s HyperOS and accessible pricing keep it competitive in both emerging and mature markets.
Africa’s Relevance to the Global Smartphone Market Share Q2 2025
As we highlighted in Q1 2025 Africa smartphone report, Africa remains one of the fastest-growing smartphone regions, with Kenya leading in East Africa. Transsion brands (TECNO, Infinix, itel) continue to dominate locally, thanks to price sensitivity and tailored features. However, their global smartphone market share Q2 2025 is still lumped into the “Others” category, which actually grew 1% YoY to make up 34% of all shipments. This suggests that while brands like OPPO and Vivo lose steam globally, regional players in Africa and Asia are quietly expanding their influence, just not yet on the same global scale.
The latest global smartphone market share Q2 2025 report reveals an industry slowly but surely bouncing back. But unless you’re a brand with strong presence in developed markets or a rising star in high-growth emerging regions, your spot in the rankings isn’t safe.
