Q2: Emerging markets help Apple offset iPhone slowdown in China

During the second quarter of 2025, Apple saw a modest gain in iPhone shipments, holding its worldwide ground amid slowing demand in China. Here are IDC’s preliminary numbers for the quarter.

Emerging markets offset Apple’s China dip, while Samsung pulls ahead

IDC’s Worldwide Quarterly Mobile Phone Tracker (via AppleInsider) shows that Apple shipped 46.4 million iPhones in Q2 2025 (up 1.5% year-over-year). That was enough to secure second place globally, behind Samsung’s 58 million units, and an impressive 7.9% year-over-year increase.

Overall, the smartphone market grew just 1% year-over-year, totaling 295.2 million shipments worldwide, as economic pressures such as inflation and unemployment, and slowing sales in China weighed down the market.

Here is Nabila Popal, senior research director for Worldwide Client Devices at IDC, on how she read the report:

“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. (…) Additionally, lower than expected performance in China also contributed to the flat global growth. China declined in Q2 as subsidies failed to stimulate demand. Although the 618 e-commerce festival was a success in terms of sell out, OEMs and channel partners used the promotions to clear inventory rather than increase shipments. While Apple was the top brand during the promotion period, it saw a 1% drop in China in Q2, offset by strong double-digit growth in emerging markets leading to a 1.5% growth globally in the quarter.”

As for Samsung’s growth, much of that came from the Galaxy A36 and A56, which brought Galaxy AI features to more affordable devices.

Xiaomi came in third with 42.5 million units, followed by vivo (27.1M) and Transsion (25.1M), which might be a new name for many readers, but has shown steady momentum in the lower-cost segments.

Small gains in shipments, smaller gains in market share

While Apple saw a 1.5% bump in iPhone shipments year-over-year, its market share edged up just slightly, from 15.6% to 15.7% year-over-year. That’s essentially flat, especially compared to Samsung, which saw the biggest jump of the quarter, climbing from 18.4% to 19.7%.

As IDC notes, the data is preliminary and subject to change. Still, it suggests that while Apple briefly reversed its years-long iPhone sales slump in China and saw a temporary boost in U.S. demand amid April’s tariff uncertainty, that momentum faded over the remainder of the quarter, leaving the segment to rally in the hands of emerging markets.

Looking ahead, IDC sees signs that the smartphone market may see growth driven by new AI-enabled models, and sustained demand in mid-range segments.

Do you see AI as a differentiator in the mobile market? Which AI features do you see in the competition that the iPhone is lacking? Let us know in the comments.

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