Samsung leads Q2 2025 global sales; Nothing posts 177% growth in biggest quarter yet
Samsung has recorded strong numbers in this quarter’s global smartphone shipments. The South Korean giant has soared past Apple to become the top vendor for the first half of 2025. This is partly due to Apple’s relatively late release schedule for the iPhone.
In Q2 2025, Samsung has seen the biggest growth amongst the top five manufacturers since 2021. In the midst of an otherwise modest consumer demand, the company focused on “smart volume” in pushing out more numbers for its budget line.
Most of Samsung’s success can be attributed to its consumer-friendly Galaxy A series, with this quarter’s sales being backed by Galaxy A06 and A16 in particular. Not only this, but the company also frontloaded its inventories into the U.S. amidst tariff concerns, which allowed its yearly shipments to see a whopping 38% rise in the region.
Apple’s sales see weaker numbers; expected to recover in the last quarter with new iPhones
Apple followed suit, with a dipping, but predictable trend. Each year, Apple’s lowest sales come in Q2 and Q3, mainly because consumers generally show buying restraint just before the release of the new iPhone in September. In the last quarter, however, the Cupertino tech giant usually closes the gap in an otherwise underwhelming quarter for the rest.
Nothing, the smartphone maker, was inarguably explosive this quarter, pushing nearly a 177% YoY increase in sales, shipping more than 1 million units for the first time. This trend is partly due to the company’s growing investments in regions like India, where its sub-brand, CMF, has also found firm ground.
All in all, Samsung topped charts with 57.5 million shipments this quarter, with a 7% YoY rise. Apple took the second spot with 44.8 million units. Xiaomi, Vivo, and Transsion followed with 42.4 million, 26.4 million, and 24.6 million, respectively, to round up the top five.
