Samsung beats Apple in Q2 sales with AI-packed mid-range phones 

WEB DESK: Apple recorded a modest rise in iPhone shipments during the second quarter of 2025, managing to hold its global position despite weaker sales in China, according to preliminary figures from market research firm IDC.

The data, shared via IDC’s Worldwide Quarterly Mobile Phone Tracker, shows Apple shipped 46.4 million iPhones between April and June, up 1.5 per cent from the same period last year. This placed Apple second in global smartphone shipments, behind Samsung, which shipped 58 million devices, a year-on-year increase of 7.9 per cent.

Overall, the global smartphone market saw limited growth, rising just 1 per cent year-on-year to 295.2 million units. The market remained under pressure from global economic uncertainty, inflation, and weak consumer demand, especially in China.

Despite a decline in China, Apple benefitted from strong demand in emerging markets, helping offset the dip. According to IDC’s senior research director, Nabila Popal, demand in lower-income segments is feeling the squeeze, especially among low-end Android phones. She noted that while Apple’s sales in China slipped by 1 per cent during the quarter, its performance in emerging regions delivered double-digit growth, lifting its overall shipment figure.

Samsung’s performance was boosted by solid sales of its mid-range Galaxy A36 and A56 models, which introduced AI features to more affordable devices. Xiaomi followed in third place with 42.5 million units shipped, while vivo and Transsion rounded out the top five with 27.1 million and 25.1 million units, respectively. Transsion, though lesser-known globally, continues to make steady gains in budget-friendly markets.

In terms of market share, Apple saw only a slight year-on-year rise, moving from 15.6 per cent to 15.7 per cent. In contrast, Samsung improved its share from 18.4 per cent to 19.7 per cent, the largest gain among major brands this quarter.

IDC’s report also noted that promotional events like China’s 618 e-commerce festival helped brands clear out old inventory rather than increase overall shipments. Although Apple was the top brand during the event, it did not translate into sustained growth in China.

Looking ahead, IDC expects the market to benefit from rising interest in AI-powered phones and continued demand for mid-range devices.

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