Canalys: Global smartphone market to achieve moderate growth with a 1% year-on-year increase in the first quarter of 2025.

Canalys research data shows that in the first quarter of 2025, the global smartphone market grew by 1% year-on-year. Despite facing ongoing macroeconomic downturn, weak consumer confidence, and challenges such as delayed channel inventory shipments, the market still achieved a moderate growth. Samsung reclaimed the global number one spot with a market share of 20%, followed closely by Apple with 18%. Xiaomi ranked third with a market share of 14%, remaining stable compared to the same period last year; vivo and OPPO ranked fourth and fifth respectively with market shares of 8%. Canalys research manager Amber Liu stated, "Although the global market is still in the process of recovery, the overall environment in the first quarter of 2025 is more turbulent than expected. Following a strong performance at the end of 2024, manufacturers aggressively pushed inventory to channels to compete for market share, but actual sales (sell-through) fell below expectations, leading to an elongated inventory cycle and consequently suppressing the momentum of shipments in early 2025. Unlike the recovery driven by post-pandemic smartphone upgrades and mass market price advantages in 2024, this year's rebound appears more fragile." Canalys senior analyst Sanyam Chaurasia said, "Affected by global macroeconomic challenges, consumer sentiment remains cautious, inhibiting the seasonal growth that should have occurred in the first quarter. Even during key market festive periods like Ramadan, demand was lower than expected. Faced with slow recovery in shipments, manufacturers are focusing on improving profitability while maintaining enthusiasm and flexibility in market investments. Specific strategies include dynamic channel incentive plans to boost shipments, expanding financing support with distributors in emerging markets, and flexible channel pricing strategies to find a balance between profitability and price competitiveness." Liu continued, "The escalating global trade tensions have brought new uncertainties to smartphone manufacturers in 2025. In the U.S., companies like Apple and Samsung are already facing weak domestic demand and are also preparing for potential increases in operating costs due to forthcoming tariffs. As a result, Apple frontloaded shipments in early April to pre-stock for the second quarter, mitigating the potential impact of cost increases. Although the specific scope and timing of the new tariffs are still unclear, manufacturers are already preparing for rising component prices and weakened demand in some export markets. To mitigate risks, manufacturers and their supply chain partners are accelerating the implementation of diversification strategies, including relocating production bases, reevaluating procurement models, and optimizing logistics networks. These changes are expected to continue impacting industry profitability in 2025 and prolonging the planning cycle for the global smartphone industry."