Key Facts (Q2 2025 Smartphone Sales)
- Apple iPhones dominate: Apple captured 5 of the top 10 best-selling smartphones globally in Q2 2025, with the iPhone 16, 16 Pro Max, and 16 Pro ranking #1, #2, and #3 respectively androidheadlines.com. Apple’s iPhone 16 was the world’s best-selling phone for the second quarter in a row sammyfans.com.
- Samsung’s surprise upset: Two ultra-affordable Samsung Galaxy models – the Galaxy A16 5G and Galaxy A06 4G – placed #4 and #5, outselling Apple’s newest budget iPhone (the iPhone 16e), which was #6 androidauthority.com androidheadlines.com. Priced around $200 and $110 versus the iPhone 16e’s $599, these Galaxy A-series phones leveraged price to beat Apple’s cheapest offering androidauthority.com.
- Top 10 dominated by Apple & Samsung: The entire global top 10 list was occupied by Apple and Samsung devices, except one. Samsung had 4 models in the top 10 (including its flagship Galaxy S25 Ultra at #8) androidheadlines.com. Xiaomi was the only other brand to break in – its Redmi 14C 4G budget phone took 9th place, thanks to strong sales in emerging markets androidauthority.com sammyfans.com.
- iPhone 16 Plus missing; older iPhone stays popular: Notably, Apple’s large-screen iPhone 16 Plusdid not crack the top 10 at all, reflecting weaker demand for that model androidauthority.com. Meanwhile, the two-year-old iPhone 15 hung on at #10, proving that older iPhones still attract buyers (especially after price cuts) androidheadlines.com.
- Brand market share shake-up:Samsung led in unit shipments with 19.7% global smartphone share in Q2 2025 (58 million units) – edging out Apple’s 15.7% (46.4 million) idc.com. However, Apple reaped 43% of worldwide smartphone revenue, growing revenue 13% YoY on the back of its premium iPhone 16 series appleworld.today. Chinese vendor Xiaomi was #3 in shipments (14.4% share), and Transsion (maker of Tecno, Infinix) ranked #5 globally (8.5% share) despite none of its models making the global top 10 idc.com.
- Mid-range trends and regional dynamics: Q2 data underscores a split market – Apple rules the high end, while budget Android phones drive volume. Mid-range and entry-level models (like Samsung’s A series and Xiaomi’s Redmi) thrived in price-sensitive regions (Latin America, Africa, South Asia) gizmochina.com sammyfans.com. In Africa, Transsion’s brands actually took over 50% market share huaweicentral.com, dominating local sales even though globally their devices aren’t top 10. Analysts note that economic pressures have boosted demand for value phones and premium flagships alike, while squeezing the mid-tier in between idc.com 9to5mac.com.
Global Best-Selling Smartphones in Q2 2025: By the Numbers
Global Top-10 Best-Selling Smartphones, Q2 2025. Apple’s iPhone 16 series secured the top three spots, while Samsung’s budget-friendly Galaxy A16 and A06 (in blue) took 4th and 5th – even outselling Apple’s new iPhone 16e (6th). Samsung’s premium Galaxy S25 Ultra (8th) and Xiaomi’s Redmi 14C 4G (9th, in orange) were also in the mix, with last year’s iPhone 15 rounding out the list at #10 androidheadlines.com androidheadlines.com.
The Q2 2025 smartphone sales chart above paints a clear picture of the global market’s favorites. Apple and Samsung handsets utterly dominated the top 10 rankings – in fact, with one lone exception, every device in the top ten is an iPhone or a Galaxy model. Apple’s latest lineup swept the podium: the iPhone 16 was #1 in sales worldwide, followed by the iPhone 16 Pro Max at #2 and iPhone 16 Pro at #3 androidheadlines.com. This marks the second consecutive quarter that a base iPhone 16 has been the world’s best-selling phone sammyfans.com. Apple’s achievement is remarkable considering it essentially sells only premium-priced phones – yet five different iPhone models managed to capture half of the top 10 slots androidheadlines.com androidheadlines.com.
Samsung, on the other hand, leveraged its diverse lineup to claim four of the top 10 positions, mostly with its budget Galaxy A-series devices androidheadlines.com. The Galaxy A16 5G was not only the best-selling Android phone globally in Q2, but it ranked #4 overall, making it the highest-ranking non-iPhone of the quarter gizmochina.com gizmochina.com. Hot on its heels was the Galaxy A06 4G at #5. These two affordable Samsung models even outperformed Apple’s newest budget handset, the iPhone 16e, which came in at #6 androidauthority.com androidheadlines.com. Rounding out Samsung’s presence, the Galaxy A16 4G (a slightly cheaper 4G variant of the A16) secured #7, and Samsung’s flagship Galaxy S25 Ultra stood at #8 androidheadlines.com.
The only interloper in this Apple/Samsung duopoly was Xiaomi, which grabbed the #9 spot with its Redmi 14C 4G sammyfans.com. This ultra-low-cost model’s entry into the global top ten underscores Xiaomi’s strength in price-sensitive emerging markets (more on that later). Finally, Apple’s iPhone 15 — a model released back in late 2023 — managed to cling to the #10 spot androidheadlines.com. The iPhone 15’s staying power, despite being nearly two years old by Q2 2025, shows how Apple’s older models remain popular, especially after official price drops and discounts. In fact, the iPhone 15 was a top-five device in previous quarters and only slipped from #4 in Q1 2025 to #10 in Q2 as consumers gradually shifted to the newer iPhone 16 generation sammyfans.com sammyfans.com.
From a brand perspective, these rankings highlight a tale of two strategies. Apple’s focus on a handful of premium models yielded enormous sales per device, whereas Samsung’s wide portfolio – especially its A-series mid-rangers – achieved strength in numbers. According to IDC’s market data, Samsung shipped the most phones overall in Q2 2025 (19.7% global share), slightly ahead of Apple in total units idc.com. Yet Apple, with its higher price points, took a vastly outsized share of industry revenues and profits, capturing 43% of global smartphone revenue in Q2 appleworld.today. In terms of market share by units, Chinese vendors followed behind the two giants – Xiaomi held ~14.4% share (around 42.5 million units shipped) idc.com, while Transsion (owner of Tecno, Infinix, and itel) and vivo each had single-digit shares around the 8–9% range idc.com. Notably, Transsion ranked as the #5 smartphone maker worldwide by volume idc.com despite none of its individual models making the global top 10, reflecting a very different market focus that we’ll explore later.
Overall, Q2 2025 saw approximately 295 million smartphones shipped worldwide, a slight 1% increase year-on-year idc.com idc.com. This modest growth came in spite of economic headwinds in some regions. Analysts observed a “two-tier” market dynamic: demand is solid for high-end phones and the cheapest phones, but the mid-range segment is facing pressure. “Economic uncertainty tends to compress demand at the lower end of the market…low-end Android is witnessing a crunch,” noted Nabila Popal, research director at IDC idc.com. In other words, consumers with tight budgets are delaying upgrades or opting for only the very cheapest options, while those who can afford it increasingly gravitate to premium devices that offer longer life and better value. This helps explain why in Q2 we simultaneously see $1,000+ iPhones topping the charts and sub-$200 Androids selling in huge numbers, whereas the mid-priced $300–600 devices are less visible in the top ranks.
Apple’s iPhone 16 Series Dominates the Leaderboard
Apple extended its winning streak in Q2 2025, with the iPhone 16 series taking a clean sweep of the top three sales spots worldwide androidheadlines.com. The standard iPhone 16 (the baseline model in the series) emerged as the single best-selling smartphone globally, a title it also held in the previous quarter sammyfans.com. Hot on its heels, Apple’s supersized iPhone 16 Pro Max and the iPhone 16 Pro claimed the #2 and #3 positions, respectively androidheadlines.com. This is a familiar pattern – in many recent years, Apple’s newest devices dominate the sales charts in the quarters after launch – but the extent of Apple’s domination in Q2 2025 is striking. In total, five different iPhone models made the top ten list androidheadlines.com androidheadlines.com, underlining Apple’s broad appeal across both new and slightly older models.
What’s missing is also telling: the iPhone 16 Plus, Apple’s 6.7-inch non-Pro variant, was nowhere to be found in the top 10 androidauthority.com. Its absence suggests that Apple’s attempt at a cheaper big-screen model didn’t gain the same traction. In fact, Apple has already reacted to this market feedback – the company “changed tack” for the next iPhone generation, discontinuing the Plus in favor of a new strategy androidauthority.com. Just last week (early Q3 2025), Apple unveiled an “iPhone Air” model as a fresh mid-tier offering, indicating a pivot in approach after the 16 Plus’s underwhelming performance. Consumers seemed to either opt for the full-featured Pro Max at the high end or stick with the base iPhone 16, leaving little room for the 16 Plus which sat awkwardly in between.
Apple’s budget-oriented iPhone 16e is another intriguing case. Launched in late Q1 2025 as a pared-down, lower-cost member of the iPhone 16 family, the iPhone 16e initially saw lukewarm reception – it debuted at around 22nd place globally in its first month androidheadlines.com. But by the end of Q2, the 16e had shot up to #6 worldwide androidheadlines.com, a remarkable climb in a short time. Counterpoint Research attributed this jump to strong sales in Japan and the US androidheadlines.com, where consumers responded well to a newer iPhone at a relatively affordable price. The iPhone 16e offers the same powerful Apple A18 chip as the pricier models, ensuring top-notch performance, but it cuts back on premium extras (it lacks the Pro models’ ultra-wide camera and Apple’s MagSafe wireless charging feature, for example) gizmochina.com. This trade-off led to mixed reviews at launch – many fans and analysts were skeptical of the 16e’s value given its ~$599 price tag, which is higher than previous “budget” iPhones 9to5mac.com. In Europe, especially, critics pointed out that the older iPhone 15 could be had for roughly the same price as the 16e, making the newer device a tough sell 9to5mac.com. “The relatively high price of the iPhone 16e compared to previous iPhone SE devices has limited sales in Europe…some places are offering the iPhone 15 for the same price…so many consumers are opting for the better-specced, albeit nearly two-year-old, device,” explained Jan Stryjak, Associate Director at Counterpoint Research 9to5mac.com. This insight reflects why the iPhone 15 remained in the top 10 – savvy buyers saw it as a better deal than the 16e in some markets.
Still, the iPhone 16e’s Q2 surge to sixth place shows that a significant number of consumers worldwide did embrace it, especially in Japan and the US where carrier promotions and a preference for the Apple ecosystem likely helped. In fact, Apple’s ability to sell a $600 phone in high volumes speaks to the brand’s clout. By comparison, most Android phones that rank highly are either much cheaper or spec-topped flagships; a mid-priced ($500–$600) Android rarely breaks into the global top ten. Apple essentially has that mid-high segment to itself with the 16e. Apple executives will surely be analyzing these results as they refine the lineup. The introduction of the iPhone Air in Q3 suggests Apple is trying something new to entice mid-range buyers – perhaps a sign that they want a device that can replicate the past success of the iPhone SE models, which the 16e didn’t quite manage to do in some regions 9to5mac.com 9to5mac.com.
It’s also worth noting how profitably Apple’s dominance translates. With five models in the top 10, all carrying premium price tags, Apple enjoyed a record-breaking quarter for revenue. According to Counterpoint, Q2 2025 saw global smartphone revenues exceed $100 billion for the first time in a second quarter, and Apple alone captured 43% of that revenue appleworld.today. “Apple strengthened its lead in revenues driven by strong performance of the 16 series across geographies, benefitting from the broader premiumization trend,” observed Jeff Fieldhack, Research Director at Counterpoint appleworld.today. The “premiumization” trend refers to consumers gravitating toward higher-end phones with more features (and higher prices), a trend that clearly plays right into Apple’s hands. Fieldhack also noted that emerging markets like the Middle East & Africa and India are now contributing strongly to Apple’s growth appleworld.today – regions where Apple historically had smaller share. That implies devices like the iPhone 16e, and older discounted iPhones, are helping Apple expand in new markets without eroding its premium brand image. Apple’s challenge ahead will be balancing these segments – keeping its luxury appeal with flagships, while also offering mid-tier options that prevent budget-conscious buyers from switching to rival brands.
Samsung’s Budget Galaxy Phones Outsell Apple’s Cheapest iPhone
If Apple’s Q2 story was about ruling the high-end, Samsung’s story was all about the power of value. Samsung placed four models in the global top 10, and notably, its two cheapest offerings outranked Apple’s one cheap offering. The Galaxy A16 5G was the #4 best-selling phone worldwide, making it the top Android handset of the quarter gizmochina.com. Right behind it at #5 was the Galaxy A06 4G androidheadlines.com. These phones cost a mere fraction of an iPhone – roughly $200 for the A16 5G and around $110 for the A06 4G, versus $599 for the iPhone 16e androidauthority.com. That huge price gap is likely the deciding factor for millions of buyers. “You can’t blame launch timing, either, as the iPhone 16e was released in the previous quarter,” Android Authority wryly noted, emphasizing that Samsung’s budget phones genuinely out-competed Apple’s budget phone on merit (largely merit of price) androidauthority.com androidauthority.com.
What makes the Galaxy A16 5G so appealing? Despite its low cost, this device doesn’t feel “cheap” in everyday use. It comes with a large 6.5-inch high-definition display and a decent dual-camera setup, but its standout feature is that it packs surprising longevity and performance for the price. Regionally, Samsung ships the A16 5G with either its own Exynos 1330 chipset or a MediaTek Dimensity 6300 – both capable mid-range 5G processors gizmochina.com gizmochina.com. This gives the phone enough power for typical tasks and even some gaming. Moreover, Samsung is offering up to six years of Android updates for the A16 series gizmochina.com, meaning buyers of the A16 5G can expect software support well beyond what most ~$200 phones would get. That promise of longevity (security updates and possibly up to Android 16 or beyond) makes the Galaxy A16 5G a savvy long-term purchase for budget shoppers, especially in markets where people expect to hold onto a phone for many years. It’s a strategy Samsung has been pushing – using its software update policy as a selling point, even on budget models. As a result, the A16 5G delivered a mix of “practical features and a competitive price tag” that clearly resonated gizmochina.com gizmochina.com. It effectively became the Android phone to buy in 2025 if you had around $200 to spend.
The Galaxy A06 4G, even cheaper at roughly $100, strips smartphone basics down to the essentials: a large display, a single decent camera, and a big battery. While it lacks 5G and high-end specs, its ultra-low price opened up smartphone ownership to many first-time or cost-constrained buyers. Samsung’s ability to produce a competent phone at this price and distribute it widely (particularly in Asia, Africa, and Latin America) paid off with huge sales volumes. Pricing was undoubtedly the biggest reason these models prevailed – as one analyst quipped, it’s hard for a $599 iPhone 16e to compete at the “sales tills” against $110 and $200 alternatives in many countries androidauthority.com androidauthority.com. However, Samsung also leveraged aggressive marketing and retail presence for these A-series phones. Francisco Jeronimo, an IDC vice president, noted that Samsung’s strategy of bringing “AI-enabled features to mid-range devices” like the new A-series, combined with effective in-store marketing, helped drive curiosity and sales among consumers who might not normally upgrade idc.com. By adding trendy features (for instance, AI camera enhancements or battery optimizations) even to its affordable models, Samsung made sure budget buyers didn’t feel they were missing out on the latest tech buzzwords.
Samsung’s dominance in the budget segment also has an important regional aspect. Many of the Galaxy A16/A06 sales came from emerging markets in South Asia, the Middle East, Africa, and Latin America, where Samsung’s extensive distribution networks and brand trust give it an edge over lesser-known local competitors sammyfans.com sammyfans.com. In these regions, a combination of factors – from Samsung’s extensive service centers to financing options – make its budget phones go-to choices. The result is that Samsung managed to grow its overall market share and keep the #1 spot in global shipments in Q2 (shipping ~58 million units, up ~8% YoY) idc.com, even though in the top-ten model list Samsung’s highest rank was #4. In other words, Samsung won the volume game by selling a plethora of A-series phones just below the top ten threshold as well. (Indeed, models like the Galaxy A36 and A56 were highlighted by IDC as strong mid-range performers boosting Samsung’s quarter idc.com, although those individual models didn’t crack the top 10 globally.) Samsung also had a small victory in the premium segment: its flagship Galaxy S25 Ultra – a $1200+ high-end phone – secured the #8 spot worldwide androidheadlines.com. This makes the S25 Ultra the only Android flagship-class device to appear in Q2’s top seller list (all others in the top 10 were either iPhones or budget Android models). The Galaxy S25 Ultra’s presence shows that there is still an appetite for Samsung’s top-tier devices – likely driven by its acclaimed camera system (100+ megapixel main sensor, 10x periscope zoom), S-Pen stylus features, and Samsung’s loyal high-end user base. However, the S25 Ultra did slip slightly in rank compared to the previous quarter (down from #7 to #8) sammyfans.com sammyfans.com, perhaps as its initial launch buzz cooled and as Apple’s iPhone 16 Pro Max continued to attract premium buyers.
Overall, Samsung’s Q2 2025 performance highlights a dual success: dominating the low-end while holding its own at the high-end. The company’s ability to outsell Apple in the entry-level segment this quarter – effectively “beating the cheapest new iPhone” with two even cheaper Galaxies – is an important psychological win for Samsung androidauthority.com. It demonstrates that despite Apple’s enormous popularity, there is a price point below which many consumers simply won’t go for an iPhone, and Samsung is capturing those customers. Looking ahead, Samsung will aim to convert some of those budget buyers into future mid-range or even flagship customers as incomes rise (a long-term brand loyalty play). The competition in the budget arena will also heat up as Chinese brands like Xiaomi, and regional players like Transsion, fight for the same entry-level segment – meaning Samsung can’t rest easy. But for Q2 2025 at least, Samsung can claim bragging rights for delivering phones that brought new users into the smartphone fold at rock-bottom prices, without ceding the premium crown entirely to Apple.
Xiaomi & Transsion: Mid-Range Champions in Emerging Markets
While Apple and Samsung accounted for nine of the top ten best-sellers globally, Xiaomi’s Redmi 14C 4G ensured that the big two weren’t alone. Coming in at #9 worldwide, the Redmi 14C 4G was the only top 10 phone from a manufacturer outside Apple/Samsung sammyfans.com. Xiaomi’s Redmi line is well-known for delivering incredible bang-for-buck, and the 14C exemplifies this. It’s an extremely affordable Android smartphone (selling for roughly $90–$120 depending on configuration kimovil.com) that still offers features appealing to budget-minded buyers. For instance, the Redmi 14C boasts a large 6.88-inch display with a smooth 120 Hz refresh rate – a surprisingly premium touch at this price mi.com. It also packs a high-capacity 5160 mAh battery for all-day use and a modest but capable 50 MP camera (far higher resolution than one would expect for under $100) amazon.com tech.news.am. Powered by a MediaTek Helio G series chipset with adequate 4GB+ RAM, the 14C can handle everyday apps and even casual gaming. These specs made it one of the world’s cheapest smartphones with such features, appealing especially in markets where $100 is a significant investment tech.news.am.
The Redmi 14C’s success underscores Xiaomi’s strength in emerging markets. According to Counterpoint, this model sold briskly in regions like Latin America, the Middle East, and Africa (MEA) androidauthority.com. In these areas, consumers are extremely value-conscious, and Xiaomi’s strategy of offering feature-packed phones at cut-rate prices finds a receptive audience. The Redmi 13C (the previous year’s model) similarly cracked the top charts a year ago, proving that Xiaomi’s formula has staying power androidauthority.com. It’s important to note that while the Redmi 14C was a global top seller, Xiaomi as a whole did not place any flagship or premium model in the top 10. The company’s flagship Mi and Xiaomi 13/14 series phones, or even its mid-range Redmi Note series, didn’t appear at the very top of the rankings. This suggests Xiaomi’s overall ~14% global market share (making it the #3 vendor by volume idc.com) is built on a wide base of mid-tier models that individually sell well but not enough to beat an iPhone in single-model ranking. Xiaomi’s strength is the breadth of its portfolio: from low-end Redmi phones like the 14C to higher mid-range devices, it sells many millions of units across dozens of models. The Redmi 14C’s breakout performance simply highlights the tip of that iceberg – and the importance of the ultra-budget segment in driving volume.
Another major player in the budget arena is Transsion Holdings – a name that might be unfamiliar to many consumers, but whose brands Tecno, Infinix, and itel have become household names across Africa, South Asia, and the Middle East. Transsion did not have a single model in the global top 10, yet collectively it was the world’s fifth-largest smartphone maker in Q2 2025, with about 25.1 million units shipped (8.5% market share) idc.com. This seeming paradox is explained by Transsion’s focus on emerging markets: it offers a wide variety of low-cost phones tailored to local tastes, rather than one or two global hit models. In fact, in regions like Africa, Transsion is the undisputed market leader. New data from Canalys for Q2 2025 showed Transsion in firm first place in Africa with a whopping ~51% market share, shipping around 9.7 million smartphones in Africa in just one quarter huaweicentral.com huaweicentral.com. That’s more than five times what Samsung sold in Africa in the same period. Brands like Tecno Spark and itel Vision, which retail for well under $100 and often come with multi-day battery life and features like built-in FM radios (catering to local needs), are Transsion’s bread and butter. They may not individually top global charts, but added together they dominate huge markets country by country. Transsion’s phones also often have unique innovations for their markets – such as specialized camera algorithms for darker skin tones or multiple SIM slots – which helped the company earn a loyal following in regions often overlooked by bigger brands.
One interesting trend is Transsion’s push into slightly higher-end territory recently. For example, Transsion’s Tecno brand has launched phones with flagship-like features (like the Phantom series with curved AMOLED displays and even folding phones) at mid-range prices, trying to move upmarket. Moreover, 5G adoption is picking up in emerging markets, and Transsion has started introducing 5G models (historically, it focused on 3G/4G devices). Counterpoint Research noted that Middle East & Africa smartphone shipments were up 3% YoY in Q2 2025, with expanding 5G availability as a key driver, and Transsion was undoubtedly a part of that story counterpointresearch.com. Still, the Q2 data shows that 4G budget phones remain king in those regions – Redmi 14C’s popularity and Transsion’s 51% Africa share attest to it sammyfans.com huaweicentral.com. As of Q2 2025, no Transsion-made phone cracked the global top ten, but if one ever does, it will likely signal that markets like Africa or South Asia have grown enough in size to propel a local favorite onto the world stage.
It’s also worth mentioning other Chinese manufacturers that were conspicuously absent from the Q2 2025 top-seller list. Oppo, vivo, and Honor – all significant brands globally – did not have any single model in the top 10. This doesn’t mean they aren’t selling phones; they are, but their sales are spread across numerous models and often concentrated in China or specific regions. In China, for instance, vivo and Oppo each have extensive lineups catering to various niches, but none of those models individually outsold the likes of the iPhone 16 or Galaxy A16 globally. Honor (formerly a Huawei sub-brand) is a rising player in markets like Europe and the Middle East – in fact, in Africa, Honor saw a staggering 161% YoY growth in Q2 (albeit from a small base) huaweicentral.com huaweicentral.com. Yet even Honor’s popular models (like the Honor X7 series) didn’t register in the global top ten. The takeaway is that outside the Apple/Samsung sphere, the smartphone market is highly fragmented. Many brands compete fiercely, especially in the Android mid-range segment, but this fragmentation means only the very top one or two models of a given brand might achieve the kind of sales needed to hit the global top 10 – as Xiaomi did with the Redmi 14C.
In summary, Xiaomi’s and Transsion’s performances highlight the critical importance of emerging markets and the mid-to-low-end segment. They are the “volume movers” that may not make headlines like an iPhone, but collectively, they account for a huge portion of the world’s smartphone user base. As smartphone penetration in developing countries continues to rise, these players will become even more influential. Transsion in particular is one to watch: it has already proven it can out-sell Samsung and Apple within its core regions (for example, Transsion’s Tecno and itel often outsell Samsung in African countries). If that regional strength can ever translate to a global hit model (say, a widely adopted $100 phone in multiple continents), we could see a future top 10 list with new names. For now, in Q2 2025, their impact is mostly behind the scenes of the global chart, but it’s the foundation of the next billion smartphone users.
Key Trends: Mid-Range Dominance, Regional Dynamics, and the Changing Market
The Q2 2025 sales figures illustrate several broader trends in the smartphone industry. One clear trend is the continued bifurcation of the market into premium vs. budget. On one end, Apple’s iPhones (all priced $600 and above) are gobbling up not just unit sales but the lion’s share of revenue and profits. On the other, the highest-volume Android models are priced under $200 (Samsung A series, Xiaomi Redmi, etc.), indicating that mass-market demand is strongest at the very low end. The mid-range (roughly $300–$600 Android phones) appears to be getting squeezed – consumers with moderate budgets might be stretching a bit more to buy older iPhones or slightly more expensive devices that they perceive as longer lasting investments, or they’re downgrading expectations and saving money with ultra-budget phones. An IDC report on Q2 2025 pointed out that overall average selling prices (ASPs) hit record highs, up 7% YoY appleworld.today, even while unit growth was only 1%. This means people who are buying phones are spending more on average – a result of that premiumization trend where high-end models (mostly iPhones, some Galaxy S/Flip/Fold series) are making up a bigger slice of sales. All top five brands saw revenue growth in Q2 appleworld.today, suggesting they successfully pushed more expensive models or higher specs. Yet at the same time, we saw devices like the Galaxy A06 and Redmi 14C flourishing, which implies that entry-level demand is resilient too, especially as first-time buyers in developing markets join the smartphone ranks. What’s shrinking is the middle – the $250 or $400 phone that doesn’t stand out. Consumers either want the best or the best deal. Manufacturers have noticed this and are adjusting portfolios accordingly (e.g., Apple’s shift from 16 Plus to iPhone Air to entice mid-tier buyers with something “different”; Samsung stuffing more premium features into A-series; Xiaomi offering 120Hz screens in sub-$150 phones, etc.).
Another key trend is the influence of regional market dynamics. Q2 2025 underscored how different regions drive specific models’ success. For Apple, Japan and the United States were cited as critical to the iPhone 16e’s jump to sixth place androidheadlines.com – these are markets where Apple has a very loyal following and carrier subsidies or installment plans make even a $599 phone accessible to many. In China, however, Apple saw a slight dip this quarter (according to IDC, Apple’s China shipments fell ~1% in Q2) idc.com, which may have been due to an earlier launch timing and inventory adjustments. Meanwhile, India, Southeast Asia, Africa, and Latin America emerged as the hot battlegrounds for mid-range and budget phones. For instance, India’s festive season and aggressive online sales often cause older iPhone models (like iPhone 15) and mid-range Androids to spike in popularity. In Q2, before the big Indian holiday sales, we still saw the iPhone 15 hanging on – analysts predict it “may improve given festive sales in India” later in the year sammyfans.com sammyfans.com. Similarly, Latin America has become a fortress for Samsung’s A-series and Xiaomi’s Redmi series, while Africa is clearly Transsion territory. These regional preferences mean that a company strong in one region can vault a model into the global top ten even if it’s not a hit elsewhere (e.g., Redmi 14C was huge in emerging markets, though relatively obscure in developed markets, yet it still made #9 globally). Local sales mix can dictate global rankings more than ever.
We also see how competition between brands is evolving. Apple vs. Samsung remains the headline rivalry – Apple dominated the charts and revenue, while Samsung led in total units and delivered the only real challenge in individual model sales. Xiaomi vs. Samsung is a fierce fight in many countries (especially in Asia); Xiaomi managed to get one model in the top 10, but Samsung still had far more volume and breadth. Transsion vs. Xiaomi vs. Samsung is the storyline in Africa and parts of Asia, where Transsion leads in volume but Xiaomi and Samsung have global scale and resources to push back. And then there are new challengers like Honor (which, after splitting from Huawei, is expanding internationally with attractive mid-range phones), and Google’s Pixel line (which, while nowhere near the top 10 in sales, has been steadily growing its niche in premium Android). None of these emerging players cracked Q2’s upper rankings, but their strategies could influence future trends – for example, Honor’s focus on budget 5G phones in places like Africa led to triple-digit growth there huaweicentral.com huaweicentral.com, which could presage a stronger global presence later on. Foldable phones were another hot topic in 2025 – Samsung’s Galaxy Z Flip and Fold series, Motorola’s Razr, Google’s Pixel Fold, etc., launched new models around Q2. However, as expected, their sales remain niche (small volumes) due to high prices and still-nascent demand. No foldable made the top-selling list, which implies that for now foldables are more of a tech media buzz than a mass-market factor. The mainstream buyer in Q2 2025 was either picking up an affordable workhorse or a tried-and-true slab smartphone, not experimental designs.
Finally, market analysts are noting that the smartphone market may be stabilizing and poised for a return to growth after a couple of rough years. Q2 2025 marked the 8th consecutive quarter of year-on-year growth in smartphone shipments globally idc.com – a streak not seen since the early 2010s. This suggests that despite saturation in some developed markets, new buyers in developing regions and the cycle of replacement (with people upgrading to 5G devices or phones with newer features like AI) is sustaining modest growth. A senior IDC analyst remarked that given the political and economic challenges out there, even 1% growth is a positive sign that the market is recovering and adapting idc.com. One catalyst he pointed out was the wave of new models with innovative designs and AI integration launching in Q2, which helped stimulate consumer interest idc.com. Indeed, many mid-range and high-end phones released in 2025 touted AI features – from camera software that auto-enhances images, to AI voice assistants, to on-device machine learning for things like text prediction. These may sound like buzzwords, but they help marketing, and if implemented well, can improve user experience. It appears companies are banking on such features (plus flashy new hardware like foldable screens, 200MP cameras, etc.) to entice users to upgrade despite economic uncertainty. So far, the strategy seems to be working in keeping the market just above water.
Expert Commentary & Market Analyst Quotes
Throughout Q2 2025’s smartphone saga, industry experts provided insight into what the numbers really mean. We’ve already mentioned a few analysts – here we’ll gather some of their most salient commentary:
- On Apple’s revenue dominance: “Apple strengthened its lead in revenues driven by strong performance of the 16 series across geographies, benefitting from the broader premiumization trend,” said Jeff Fieldhack, Research Director at Counterpoint appleworld.today. This highlights how Apple’s focus on premium devices yielded record sales and profits, riding a consumer trend toward high-end phones. He also noted that “the iPhone 16e drove sales in Japan, making it one of the fastest growing regions for Apple. Emerging markets like Middle East Africa, and India continue to show strong growth.” appleworld.today This is a remarkable shift – historically Apple’s growth came from developed markets, but now even emerging markets are contributing significantly, thanks to devices like the 16e and older models which broaden Apple’s price range.
- On the iPhone 16e’s mixed performance: Jan Stryjak of Counterpoint Research explained the iPhone 16e’s challenge in Europe bluntly: “The relatively high price of the iPhone 16e compared to previous iPhone SE devices has limited sales in Europe… Also, some places are offering the iPhone 15 for the same price… so many consumers are opting for arguably the better-specced, albeit nearly two-year-old, device.” 9to5mac.com His observation reveals why Apple might have felt the need to introduce the iPhone Air and re-think its mid-tier strategy. It’s unusual for Apple to have a new model underperform an old model, but that’s what happened in price-sensitive scenarios with the 16e vs the 15.
- On budget Android’s appeal: A technology journalist Debasish (writing for Gizmochina) noted the market split clearly: “Apple dominates the premium end, while Samsung and Xiaomi are competing hard in the entry-level and mid-range globally. With Apple holding steady and Samsung scoring wins through affordability, the divide between price tiers continues to define the smartphone race.” gizmochina.com This succinctly summarizes Q2: it was a two-front battle, with Apple winning up high and Samsung (plus Xiaomi) winning down low.
- On low-end demand under economic stress: Nabila Popal from IDC provided a macro perspective: “Economic uncertainty tends to compress demand at the lower end of the market, where price sensitivity is highest. As a result, low-end Android is witnessing a crunch weighing down overall market growth.” idc.com She pointed out that in tough times, some consumers simply postpone buying a new phone, especially in the low-end segment, which can drag the market. However, interestingly, we still saw several low-end models in top rankings, implying that the very best deals (like A06, Redmi 14C) can buck that trend by being too good to pass up.
- On Samsung’s mid-range strategy: Francisco Jeronimo of IDC highlighted Samsung’s innovation in the mid-tier: “Samsung was able to consolidate its market leadership…driven by the sales of its new Galaxy A36 and A56 products. These new products introduce AI-enabled features to mid-range devices, which has been effectively used in retail stores to drive sales, as more consumers become curious about AI.” idc.com. This quote, though referring to models slightly above the A16/A06, reveals Samsung’s game plan: trickle down cool features (like AI cameras, etc.) to cheaper phones to entice buyers. It complements what we saw with A16 5G’s success – offering longer support and decent specs at a low price.
- On the African market (Transsion vs others): Canalys analysts in a recent report noted Honor’s growth and Transsion’s commanding lead in Africa. They stated, “Other than Honor, Transsion achieved the first spot with 9.7 million unit shipments… 51% of the market share [in Africa]…” huaweicentral.com huaweicentral.com. This emphasizes that outside the global spotlight, companies like Transsion are effectively creating regional strongholds. For consumers and investors, it’s a reminder that global top 10 models aren’t everything; a brand can be hugely successful regionally without a global bestseller (something to which Transsion’s half-of-Africa share attests).
All these insights from experts converge on the idea that Q2 2025 was a microcosm of larger shifts: the smartphone market is stratifying into premium and budget segments, geographic influences are paramount, and companies are adapting with new strategies (from Apple’s product adjustments to Samsung’s feature trickle-down to Xiaomi’s aggressive pricing) to capture the next wave of consumers.
Looking Ahead: What to Expect in Q3 2025 and Beyond
The competitive landscape in Q2 2025 sets the stage for an exciting latter half of the year. Q3 2025 is already shaping up to be eventful, chiefly because Apple’s next generation iPhones – the iPhone 17 series – were announced in early September (toward the end of Q3). Early reports suggest demand for the iPhone 17 lineup is very strong, with shipping dates for pre-orders slipping into October due to high interest androidheadlines.com androidheadlines.com. This means Apple might be poised for an even bigger Q3/Q4, as new flagship models usually turbocharge their sales. If the iPhone 17 and 17 Pro follow historical patterns, they will likely take over the top spots from the iPhone 16 and co. in upcoming quarters. One wild card is the new iPhone Air – essentially Apple’s replacement for the “Plus” model, offering a fresh design and name. Many commentators have criticized the iPhone Air’s price and specs (it’s rumored to still be pricey without Pro features) androidheadlines.com. It remains to be seen if the Air can entice a different segment or if it risks repeating the 16 Plus’s struggles. Apple will be closely watched to see if it can continue dominating the charts in Q3 or if a mid-cycle lull or supply constraints (often an issue with new launches) temper its streak. Given Apple captured 5 of the top 10 in Q2, maintaining that in Q3 when other brands typically have no equivalent big launches will be likely. In fact, Apple could extend its lead – for example, the iPhone 17 Pro Max might add to Apple’s count. The only factor that might shake it is if Apple faces any production hiccups or if the new models don’t resonate as strongly in certain markets.
On the Samsung side, Q3 is traditionally a quieter quarter for its flagship phones (the Galaxy S series launched back in Q1). However, Samsung did roll out its new Galaxy Z Fold7 and Z Flip7 foldable phones in August (Q3). While those won’t break into top 10 volume (they serve a premium niche), they do keep Samsung in the news and cater to enthusiasts. Samsung’s main weapon for Q3 and Q4 remains the Galaxy A-series. We can expect continued promotions on models like the A16, A36, A56 and so on, especially during back-to-school and holiday seasons. Samsung will also benefit from holiday sales in markets like India – as hinted, the company expects a bump from Diwali season sales where budget Galaxies often get discounts and drive large volumes sammyfans.com sammyfans.com. There’s also an interesting point in the SammyFans analysis: last year’s iPhone 15 slipped to #10 in Q2, but they speculate its ranking “may improve given festive sales in India.” sammyfans.com sammyfans.com This suggests even Apple’s older models could rebound in certain regions during big sales events, potentially affecting the tail of the top 10. Samsung will want to ensure its A-series deals are attractive enough to capture those looking for bargains. Additionally, Samsung’s next flagship, the Galaxy S26, is expected in early 2026 – rumors and leaks in late 2025 could either convince some buyers to wait (hurting S25 Ultra sales in Q4) or possibly spur some to snag discounted S25s.
For Xiaomi and other Chinese OEMs, the latter half of 2025 will likely bring new model launches (for instance, Xiaomi’s Redmi 15 series or Mi 14T series, etc.), which could shake up the mid-range space. Xiaomi will aim to build on the Redmi 14C’s momentum – perhaps its upcoming Redmi 15C or Redmi Note models could climb higher globally if they strike the right balance of price and specs. Transsion is another to watch: it’s been expanding outside Africa (recently pushing Tecno and Infinix phones into parts of Asia and even Eastern Europe). If Transsion’s expansion gains traction, we might see one of its models start to register on global charts, or at least give Samsung and Xiaomi a stiffer fight in markets like India or Indonesia. Honor, as evidenced by its growth, might also become a surprise player if it can replicate its success in Africa to other regions – it’s launching competitively priced phones with good specs (like the Honor X8a, X9a, etc.) that could start to appear in top rankings in places like the Middle East or Eastern Europe.
Beyond specific brands, a few industry-wide trends will shape the next quarters:
- 5G for the masses: As 5G networks roll out more broadly in developing markets, the demand for affordable 5G phones will rise. We might see some of Samsung’s 5G A-series (or Xiaomi’s Redmi 5G variants) become top sellers as prices drop. For instance, if Xiaomi launches a $120 5G phone, that could be a game changer. Currently, the top 10 still had a mix of 4G and 5G devices (A06 and Redmi 14C were 4G-only). By next year, many of those might flip to 5G successors.
- Upgrade cycles and replacements: Many people held onto phones longer during 2020–2022. By 2025, some of those older devices (say a 2018 or 2019 model) are due for replacement. This could fuel sales across various segments. If economic conditions improve, some could upgrade to mid-range or premium, benefiting Apple and Samsung. If conditions worsen or remain tight, they’ll seek value, benefiting Xiaomi, Transsion, and Samsung’s cheapest.
- Regulatory and supply factors: One interesting Q3 development is Apple’s situation in China – there have been reports of government agencies there restricting iPhone use, which could dampen Apple’s sales in one of its biggest markets. Conversely, Apple delayed the launch of the iPhone Air in China due to eSIM regulatory issues appleworld.today, which might affect how well that model does if/when it finally hits that market. Such external factors could have an impact on the next quarter’s figures by brand.
- Seasonality: Q3 and especially Q4 are typically the strongest quarters for smartphone sales each year due to holiday shopping. We can expect record shipments in Q4 2025 if historical patterns hold, with Apple benefiting from the full quarter availability of iPhone 17 and others trying to ride the wave with promotions. Q3 is a bit of a transitional quarter – Apple’s launch gives it a spike at the end, while many others prepare for Q4 pushes. So we might see slightly different Q3 rankings (possibly still Apple-heavy, but maybe one or two changes in lower ranks) and then a big Apple and perhaps Samsung showing in Q4.
In the immediate term, market reactions to Q2’s results have been positive for the winners. Apple’s stock often ticks up when it’s clear that iPhones are selling well (and capturing so much revenue) – investors will watch the iPhone 17 cycle closely. Samsung, seeing success with its A-series, will likely double down on that strategy – we might hear about increased production for the A16 or related models, or new variants to cater to demand. Xiaomi, riding on a top 10 model, might use that in marketing to claim global credibility (e.g. “Redmi – one of the world’s best-selling phones!”) which could boost brand perception outside its core markets.
For consumers, the takeaway from all this is that there are great choices at both ends of the price spectrum. Never has Apple’s latest lineup been so dominant – if you want the arguably “best” phones and have the budget, the iPhone 16 (and now 17) series seem to be the go-to for a lot of people. But at the same time, if you’re on a tight budget, phones like the Galaxy A06, A16, or Redmi 14C show that you can still get a capable smartphone for a fraction of flagship prices. The mid-range buyer is a bit in limbo, but that might change as companies adjust (perhaps the iPhone Air will surprise us, or maybe Pixel phones will find a niche).
As Q3 and Q4 unfold, we’ll be watching to see if Apple can maintain its unprecedented run – possibly even sweeping six or more of the top 10 if the iPhone 17 series adds to the list – and whether Samsung can continue to win the volume race with its value-driven approach. Also, whether any new “breakout” models from challengers emerge (could an upcoming Pixel 9 or a OnePlus or an Oppo Reno dethrone one of the incumbents? Not easy, but the smartphone arena is full of surprises). One thing is certain: the Apple-Samsung duopoly over the bestseller list, while challenged by Xiaomi’s cameo and Transsion’s lurking presence, remains firmly in place as of Q2 2025 sammyfans.com sammyfans.com. It’s a storyline of giants at the top and scrappy contenders fighting over the rest – and one that will continue to evolve in the coming quarters.
