Smartphone Revenues Exceed $100 Billion in 2Q25

Global smartphone revenues grew 10% in 2Q25 to exceed $100 billion, the highest level in a second calendar quarter to date, according to Counterpoint Research. In contrast, global shipments saw a meagre 3% rise during the quarter. Meanwhile, the global average selling price also hit a second-quarter peak, rising 7% to approach $350.

 “The market witnessed both volume and value growth despite ongoing macroeconomic headwinds in several key regions. Amid the easing of US tariffs, OEMs benefited from robust demand for premium devices, especially in developed markets. Premiumization has accelerated beyond earlier projections, propelled by expanded access to financing options, enhanced trade-in initiatives, and heightened promotional activities – all of which are effectively lowering the barrier to entry for higher-end devices,” said Shilpi Jain, Senior Analyst at Counterpoint Research.

“Apple strengthened its lead in revenues driven by strong performance of the 16 series across geographies, benefitting from the broader premiumization trend. Shipments in the US were front-loaded in the quarter due to tariff uncertainties. Meanwhile, the iPhone 16e drove sales in Japan, making it one of the fastest-growing regions for Apple. Emerging markets like the Middle East, Africa, and India continue to show strong growth,” said Jeff Fieldhack, Research Director at Counterpoint Research.

Samsung retained its leadership position in terms of global smartphone shipments in 2Q25, while its revenue grew 4%. The brand’s growth was largely driven by strong demand for its refreshed mid-tier A-series devices across regions, while the Galaxy S25 series, along with the newly added S25 Edge, drove volumes in the premium segment.

OPPO’s ASP rose 14%, the highest among the top five brands, while its revenue rose 10%. Despite a drop in volume, OPPO’s ASP and revenue grew due to the company’s continued push into the premium segment, driven by the Reno 13 series and Find X8. vivo’s revenue recorded a modest 4% rise while shipments grew 5%. The brand continued to expand in markets like India, the Middle East, Africa, and Latin America, while gradually increasing its share in Europe.

Looking ahead, Counterpoint Research expects the premiumization trend to continue, with revenue growth outpacing volume growth in 2025. Additionally, growing interest in GenAI smartphones and foldable form factors will likely offer significant growth opportunities for the smartphone market.