Samsung emerges clear winner in Q2-2025 smartphone shipments - Apple iPhone drops

Dubai: Samsung emerged the clear winner in global smartphone shipments during the April-June period, while those of the Apple iPhone dropped. The best part for Samsung is that its pricey Galaxy S25 handsets are generating sizable interest, according to data from Omdia.  

Samsung was the biggest vendor in Q2-25, shipping out 57.5 million smartphones, up 7% year on year.

“Samsung has refocused its strategy on ‘smart volume,’ aiming to profitably scale its mass market Galaxy A series while continuing to grow its premium models,” said Aaron West, Senior Analyst at Omdia. “The entry-level A0x and A1x lines were key drivers in Q2, backed by the newly introduced Galaxy A06 5G, which helped Samsung gain traction in emerging markets.”

“Q2-25 marked a key turning point for Samsung (globally). It was the first quarter since Q4-2021 in which it recorded the strongest growth among the Top 5.”

In the UAE, based on retailer feedback, Samsung’s S25 continues to do well, with more or less immediate demand pick up right from its launch in January. “As UAE smartphone users switch over to more AI-enabled handsets, Samsung’s S25 has hit the spot,” said a retailer.

Across the Middle East and Africa, smartphone demand was regaining momentum after a fairly weak Q1.

In fact, the MENA markets were the 'growth engines', according to Manish Pravinkumar, Principal Analyst at Canalys, part of Omdia.

"In the Middle East, rising demand for premium devices was fueled by the growing popularity of ‘Buy Now, Pay Later’ options, a successful Eid Al-Adha sales period and coordinated efforts by vendors and retailers to drive sell-through ahead of a busy H2 launch calendar.” 

It will be another month before the iPhone 17 launches. For the second quarter 2025, overall iPhone shipments were down 2% to 44.8 million units, according to Omdia.

Even then, Apple showed resilience ‘amid fierce competition in China’.  

Now, it was in April that President Trump announced a set of sweeping changes to import tariffs into the US. That meant smartphone vendor such as Apple, Samsung and others brought forward shipments meant for US markets before the initial cut-off dates Trump announced for new tariffs to take effect. Apple even flew out iPhones made in India to the US to have enough stocks available before the cut-offs.

"Many vendors are betting on a hectic launch season in Q3, focusing on topics such as AI, foldables and slimness, to reboot demand ahead of the holiday shopping season toward the end of the year," said Sheng Win Chow, Senior Analyst at Canalys.

"But vendors need to remain cautious in how they approach the market as consumer sentiment remains modest."