The global smartphone market’s revenues continued growing in Q1 2025, recording 3% YoY growth, the same as for shipments, according to the latest research from Counterpoint’s Market Monitor service. The average selling price (ASP) grew 1% YoY to reach $364. Despite tariff-related uncertainties, the smartphone market maintained its momentum as OEMs strategically stocked up inventory in channels to mitigate potential tariff-driven challenges.
Commenting on the market dynamics in Q1 2025, Ms. Shilpi Jain, Senior Analyst, Counterpoint Research said, “The global smartphone market saw modest expansion driven by strategic shifts in production and the growing adoption of artificial intelligence (AI) capabilities. Apart from Apple and vivo, the growth in revenue came primarily from brands outside the top five, such as Google, Motorola and Huawei, signaling the ability of other brands to offer a higher value mix and their expanding role in the ongoing premiumization trend.”
Commenting on Apple’s performance, Commenting on Apple’s performance, Mr. Jeff Fieldhack, Research Director, Counterpoint Research said, “Despite a 9% YoY decline in Apple’s iPhone ASP, the brand’s revenue remained unaffected. In fact, Apple had the fastest growth among the top five brands, driven by significant growth (12% YoY) in its shipments. The launch of the iPhone 16e during the quarter drove growth in shipments but exerted downward pressure on ASPs. It proved to be a smart move and helped Apple’s quarter.”
Samsung maintained its dominance in the global smartphone market in terms of shipments, though its revenues were impacted as the ASP declined 7% YoY due to an increasing mix of value offerings in its portfolio.
Among the top five OEMs, OPPO was the only one to grow in ASP terms due to a higher mix of premium models in its portfolio. vivo managed to grow in terms of revenue due to its strong performance in markets like India.
Looking ahead, we expect the global smartphone market to decline slightly in 2025 as consumer sentiments and macroeconomic indicators take a dip due to tariff-related market and supply chain uncertainties.
Covered By: Mobility India / Counterpoint
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