Global smartphone shipments reached 285.4 million units in the second quarter of this year, marking a 5% annual increase and the fourth consecutive quarter of growth, according to a report by International Data Information (IDC). Samsung reclaimed the top spot from Apple, becoming the leading mobile phone brand manufacturer in the second quarter with 53.9 million units shipped, securing an 18.9% market share. Apple followed with 45.2 million units shipped, holding a 15.8% market share.
Xiaomi ranked third, shipping 42.3 million units and capturing 14.8% of the market. Vivo and OPPO rounded out the top five with 25.9 million units (9.1% market share) and 25.8 million units (9% market share) respectively. Other brands collectively shipped 92.1 million units, accounting for a combined market share of 32.3%.
IDC noted that while the smartphone market has shown consistent recovery, the overall demand growth remains slow. The competitive landscape is intensifying, with Apple and Samsung focusing on high-end models, while mid-range manufacturers are ramping up shipments of lower-end models to enhance market penetration and challenge mid-range products.
In response to the competitive pressures and rising costs of the bill of materials (BOM), some manufacturers have improved product specifications and pricing systems to maintain profitability. The second half of the year is expected to see a significant push for AI-powered smartphones, following the earlier integration of 5G and foldable technologies. Artificial intelligence is anticipated to be the next major growth driver in the smartphone market.
