Global smartphone shipments grew by just 0.2% to 296.9 million units in the first quarter of 2025, according to research firm Canalys. Despite growth in China and the US, markets in India, Europe, and the Middle East saw slight declines.
Europe has faced a glut of inventory ahead of the EU's eco-repair directive, while the US has seen a surge in supplies due to new tariffs that will hit budget models particularly hard.
Samsung remained the market leader with a 20% share, followed by Apple (19%), which increased its supply by 13% due to inventory build-up. Xiaomi (14%), vivo (8%) and OPPO (8%) are next.
Analysts expect a recovery in the second quarter amid reduced inventory and new releases. At the same time, competition in the mid-range segment ($200–400) is intensifying.