Samsung returned to the top of the global smartphone market shipment in the first quarter of 2025, according to new data from the International Data Corp. (IDC). The company was helped by steady demand for its flagship Galaxy S25 and new midrange Galaxy A36 and A56 smartphones, which offer AI features at lower prices.
Shipments of Samsung devices rose in the quarter, pushing the South Korean tech company ahead of its competitors. IDC said the Galaxy A series played a key role in reaching more customers.
Global smartphone shipments increased by 1.5% year-over-year, reaching 304.9 million units in the first quarter. IDC said this matched earlier predictions, as manufacturers prepared for a possible US announcement about tariffs on Chinese imports.
Sales rise ahead of possible price hikes
“The growth in 1Q25 was fueled by rising consumer interest in the latest models from top manufacturers, along with a sense of urgency to buy before potential price increases,” said Anthony Scarsella, research director for Client Devices at IDC. “Also, the recently announced 90-day pause on smartphone tariffs could further enhance sales in Q2, as consumers might seize the opportunity to purchase before the possible reintroduction of tariffs that could drive prices up.”
IDC noted that Chinese vendors also saw strong growth, supported by a government subsidy program targeting products below CNY6,000 ($820). The program, which was extended to smartphones in January 2025, helped increase demand in the local market.
Performance of top smartphone brands
Apple had its best first quarter in terms of units shipped, driven by stockpiling ahead of potential US tariffs. However, the company saw lower sales in China. Apple’s Pro models did not qualify for the subsidy program, which may have affected its performance in that market.
Xiaomi’s growth was also tied to the Chinese subsidy program, which lifted sales of its midrange devices.
Oppo returned to fourth place, despite seeing weaker demand in markets outside China.
Vivo posted a 6.3% increase in shipments compared to the same period last year, benefiting from both the China subsidy and strong sales of its entry-level phones and V series in international markets.