Emir BardakçıThe global smartphone sector is finally showing signs of life again. In Q2 2025, shipments edged up by 2% year-on-year—a modest gain, but after a rocky period, it’s a step in the right direction. North America, Japan, and Europe did much of the heavy lifting this quarter.
Xiaomi, meanwhile, is holding steady as the world’s third-largest smartphone manufacturer, maintaining a 14% market share. The company’s focus on regular HyperOS updates and feature-rich flagship devices continues to resonate with consumers, keeping Xiaomi top-of-mind in a crowded market.
Market Leaders: Performance Snapshot
At the top, Samsung continues to dominate, commanding 20% of the market. The brand saw 8% growth compared to last year, thanks in large part to the refreshed mid-range Galaxy A series and robust performance across multiple regions.
Apple remains in second place with a 16% share and 4% annual growth. Anticipation of new tariffs in North America fueled a surge in demand, while the company also performed strongly in India and Japan.
Xiaomi’s Consistent Position
Xiaomi’s 14% market share is a testament to its resilience in a challenging environment. The company has had particular success in Central Europe and Latin America, and remains a formidable presence in China. Xiaomi’s strategy—delivering affordable smartphones with premium features—continues to pay off. For users looking to maximize their devices, the MemeOS Enhancer app (available on the Play Store) offers access to advanced features and system updates.
Competitive Landscape
- vivo comes in fourth with an 8% share, but saw a 4% year-on-year decline.
- OPPO rounds out the top five with 8% as well, though it experienced an 8% drop.
Both brands are maintaining a presence in the mid-range segment, with some recovery visible in Latin America and the Middle East and Africa.
Notable Growth Stories
Motorola stands out this quarter, posting a 16% increase in shipments year-on-year. This performance highlights the dynamic nature of the market and the potential for well-positioned brands to gain ground.
Overall, the Q2 results point to a gradual recovery. Xiaomi is well-positioned to capitalize on this trend, leveraging its innovation and strategic market expansion to maintain a competitive edge.
Source: IT Home
