• The global smartphone market’s revenues grew 3% YoY in Q1 2025, driven largely by Apple, vivo and brands outside of the top five.

• ASP in wholesale price terms grew 1% YoY in Q1 to reach $364, the highest ever for a first quarter, driven by the ongoing premiumization trend.

• Among the top five OEMs, only Apple and vivo grew in terms of revenue. However, outside the top five, revenues saw double-digit YoY growth led by Huawei and Motorola.

Seoul, Beijing, Buenos Aires, Hong Kong, London, New Delhi, San Diego, Taipei, Tokyo – May 2, 2025

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, Senior Analyst Shilpi Jain 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, Research Director Jeff Fieldhack 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.

Background

Counterpoint Research is a tech market research firm providing market data, industry thought leadership and consulting across the technology ecosystem. We advise a diverse range of clients spanning smartphone OEMs to chipmakers, channel players to big brands and Big Tech through our offices which serve the major innovation hubs, manufacturing clusters and commercial centers globally. Our analyst team engages with C-suite through to strategy, AR, MI, BI, product and marketing professionals in the delivery of our research and services.  Our key areas of coverage:  AI, Autos, Consumer Electronics, Displays, eSIM, IoT, Location Platforms, Macroeconomics, Manufacturing, Networks & Infra, Semiconductors, Smartphones and Wearables.
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