Global smartphone market stalls as emerging markets saturate

Details: Manny Pham; Category: Devices & Platforms; 01 May 2025; 7279 views

The global smartphone market recorded flat growth in the first quarter of 2025, as signs of saturation emerge in key developing regions, according to the latest report from analyst firm Canalys.

Shipments rose by just 0.2% year-on-year, reaching 296.9 million units in Q1. Canalys attributed the sluggish performance to the end of peak replacement cycles and a continued focus among vendors on balancing inventory levels. This marks the third consecutive quarter of slowing growth for the market.

Samsung retained its position as the top vendor, shipping 60.5 million units, while Apple followed closely with 55 million units. Apple’s growth was supported by sustained demand in both the Asia-Pacific emerging markets and the United States.

Xiaomi secured third place with 41.8 million units, driven by performance in mainland China and emerging markets. Vivo and Oppo rounded out the top five, shipping 22.9 million and 22.7 million units, respectively.

“Markets that had shown strong momentum over the past year, such as India, Latin America, and the Middle East, are now experiencing notable declines in Q1 2025,” said Toby Zhu, Principal Analyst at Canalys.

Zhu noted that mainland China was an exception, benefiting from government subsidy programmes, while Africa saw growth thanks to vibrant retail activity and proactive market expansion by vendors.

Despite the overall stagnation, vendors remain optimistic about a recovery later in the year.

“Some regions, such as Southeast Asia and Latin America, already showed signs of gradual recovery in March. Additionally, decreasing inventory levels and the upcoming launch of new mid- and low-end devices are boosting vendor confidence,” Zhu added.