Shipments grew 7% on-year and 21% sequentially to 39 million units in Q2 2025, according to Canalys. IDC’s preliminary data reported an estimated 34-36 million units getting shipped, a 3-4% rise on-year.
Counterpoint Research expects the industry to record flat shipment growth in the first half of 2025, after recovering in the second quarter with 7% on-year increase, recovering from a 7% decline in Q1 to 32 million units.
Shipments in the March quarter got impacted by persistent demand weakness and elevated channel inventory from late 2024.
“The growth in Q2 was primarily launch-led momentum, rather than organic demand in the market, which remains persistently low,” said Sanyam Chaurasia, analyst at Canalys.
According to IDC, brands significantly added inventory in the June quarter, particularly through offline retail channels.Vivo and Oppo saw sustained growth in the first half of 2025, growing 31% and 24% on-year respectively, according to Canalys. Offline channels embraced new launches from the two Chinese brands due to higher dealer margins. Others, like Samsung kept a more measured approach ahead of the festive season, with shipments growing a marginal 2% on-year. Xiaomi’s shipments were 25% lower on-year in Q2 but improved sequentially after a muted first quarter, Canalys said.Apple continued growth momentum, ranking sixth in Q2, with iPhone 16 accounting for over 55% of shipments.
