In the first three months of 2025, there was no remarkable mobility in the global smartphone market. According to the data shared by Canalys, a total of 296.9 million smartphones were referred to the world during this period. This number means an increase of only 0.2 percent compared to the same quarter of 2024. This shows that the market is generally static.
Although some large markets have increased, this increase with weak demand in other regions was balanced. China and the United States came to the fore among the regions where shipments rise. On the other hand, markets such as India, Europe and the Middle East drew attention with their weak consumer interest. The postponement of consumers’ purchasing smartphone purchasing decisions was one of the basic elements that limit growth.
In India, Middle East and Latin America, the falling demand revealed that the renewal cycle has reached the level of saturation. In these regions, especially after the increase in the last quarter, the reluctance of consumers about receiving new devices became sensitive. Users who were more sensitive to prices preferred to continue using their devices. This situation led to a decrease in shipments.
European smartphone market problem: Stock surplus
The European market faced a different problem: the surplus of high stock. During the year 2024, producers made a large amount of product shipment before the European Union’s Environmental Friendly Design Regulation, which would enter into force at the end of the year. The regulation will require that all devices to be imported at the end of 2025 are easy to repair and offer long -term software support. In addition to all these, the fact that manufacturers pre -stock for preparation for these rules has put pressure on today’s demand.
The African market, on the other hand, drew a positive picture by separating from other regions. Thanks to the retail mobility in the region and the expansion efforts of brands, shipments have increased. Manufacturers such as Vivo and Honor have benefited from this potential by reaching double -digit growth rates. Honor’s growth revealed that the company has reached a historical level in overseas operations.
In the United States, a different dynamic activated. Some manufacturers, especially Apple, have already referred their products to avoid the “Liberation Day” tariffs in March. This early shipment helped Apple strengthens its market share. However, new tariffs seem to affect low -cost phones more.
These developments led to an increase in average sales prices. Because producers focused on production in more expensive segments, consumers faced price pressure. In particular, access to entry -level devices may deepen inequalities in the market. Nevertheless, it is noteworthy that brands like Apple and Samsung protect their strong positions.
Samsung continued to lead with a market share of 20 percent. Apple followed him with 19 percent; Apple’s intensive stocking in March is thought to be effective in reaching this share. Xiaomi maintained its position in the third place with 14 percent, while Vivo and Oppo were other brands that completed the top five. This table shows that there is no significant change in market leadership.
Canalys says that the market can give recovery signals in the second quarter. Decreasing stock levels and new product launch are expected to revive the interest of consumers. However, in the middle segment, especially in the range of $ 200 to $ 400, competition is increasing. This congestion can trigger the aggressive pricing and innovative feature presentation race among brands.