This figure recorded for the first time in history, smartphone revenue exceeded the 100 billion USD mark in the second quarter of a calendar year. All five of the world's leading brands, Samsung, Apple, Xiaomi, Vivo and Oppo, recorded annual revenue growth in the second quarter of 2025, with Apple growing the fastest at 13%.
In addition, Apple also dominated sales in the second quarter of 2025, accounting for 43% of total global revenue. Researcher Jeff Fieldhack said: Apple has consolidated its revenue lead thanks to the strong performance of the iPhone 16 series across geographical regions, benefiting from the widespread trend of premiumization.
The shipments in the US were delivered in advance in the quarter due to uncertainty about tariffs. Meanwhile, the iPhone 16e has boosted sales in Japan, making it one of Apple's fastest growing regions. Emerging markets such as the Middle East, Africa and India continue to show strong growth.
Samsung maintained its leading position in global smartphone sales in the second quarter of 2025, while revenue increased by 4% over the same period last year. The brand's growth is largely driven by strong demand for mid-range A-line devices upgraded across regions, while the Galaxy S25 series, along with the newly launched S25 Edge, has boosted sales in the high-end segment.
According to Counterpoint Research, the average global selling price (ASP) of smartphones also peaked in the second quarter of this year, up 7% over the same period last year, reaching nearly 350 USD/set.
Of these, Oppo's average selling price (ASP) increased by 14% year-on-year in the second quarter of 2025, the highest among the top five brands, while revenue increased by 10% year-on-year.
Despite declining sales, Oppo's average selling price and revenue continued to increase as the company continued to push the high-end segment, with the growth of the Reno 13 and Find X8 lines.
Vivo's second quarter 2025 revenue recorded a modest growth of 4% over the same period last year, while sales increased by 5% over the same period in 2024. This brand continues to expand in markets such as India, the Middle East and Africa, as well as Latin America, while gradually increasing market share in Europe.
Meanwhile, Xiaomi has had stable development, accounting for 14% of the global market share from April to June 2025. The phone company has many segments, from affordable to high-end, so the average selling price has not changed much compared to 2024 and is a favorite choice in many regions of the world.
