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Samsung Gains Momentum, Apple Holds Strong
With 57.5 million smartphones shipped, marking a 7% increase year-over-year, Samsung reclaimed the top spot in the market. The Korean brand’s success primarily hinged on its Galaxy A series, targeting the mass market, especially with the launch of the Galaxy A06 5G.
The high-end Galaxy S25 series remained steady, although the new Edge model did not stir the excitement anticipated. In the United States, Samsung’s shipments surged by 38% due to stockpiling ahead of new tariff implementations—a situation mirrored by other companies.
In second place, Apple shipped 44.8 million iPhones, a decrease of 2%. The company faced intensified competition in China and a stock adjustment in the United States, a direct response to changes in tariffs. Despite this setback, Cupertino remained notably resilient (as seen in its recent financial results), indicating that demand for the iPhone remains strong even in a turbulent market.
With 42.4 million units, Xiaomi solidified its third position, driven by sustained growth in Latin America and Africa. These regions are becoming crucial for the Chinese manufacturer as demand slows elsewhere. In fourth place, vivo showed a modest increase of 2% with 26.4 million shipments, largely due to strong performance in India TRANSSION, a specialist in emerging African markets, fell by 3% to 24.6 million units but maintained fifth place.
Outside the Top 5, the emerging brand Nothing stood out with a remarkable growth of 177%, crossing the million-unit threshold shipped in a single quarter for the first time. This breakthrough was mainly attributed to its successful investments in India.
The Evolving Market Landscape
According to Canalys, Africa and the Middle East were the real drivers this quarter. In Africa, the swift transition from basic phones to smartphones, supported by public policies and innovative financing models, is accelerating digital adoption. In the Middle East, the shift to higher-end models is encouraged by “Buy Now, Pay Later” schemes, a significant spike in sales during Eid al-Adha, and proactive distributor preparations for second-half launches.