IDC Reports: Apple Alleviates iPhone Sales Drop in China with Expansion in Emerging Markets During Q2
### Emerging Markets Counterbalance Apple’s China Decline, While Samsung Gains Ground
In the second quarter of 2025, Apple noted a slight increase in iPhone shipments, retaining its global standing despite waning demand in China. Per IDC’s initial figures, Apple delivered 46.4 million iPhones in Q2 2025, reflecting a year-over-year increase of 1.5%. This achievement secured Apple the second spot worldwide, behind Samsung, which sold 58 million units, showcasing a substantial 7.9% rise year-over-year.
The overall smartphone industry witnessed minimal growth of just 1% year-over-year, with total shipments reaching 295.2 million globally. Economic hurdles such as inflation and rising unemployment, along with decreasing sales in China, significantly influenced market trends.
Nabila Popal, senior research director for Worldwide Client Devices at IDC, shared observations on the report, indicating that economic instability usually restricts demand at the lower end of the market, where price sensitivity is the highest. This scenario has resulted in a squeeze in low-end Android devices, further hindering overall market expansion. Furthermore, the lower-than-anticipated performance in China contributed to stagnant global growth. Despite a fruitful 618 e-commerce festival that mainly aimed to reduce inventory rather than drive new shipments, Apple faced a 1% decline in China during Q2. Nonetheless, this drop was balanced out by robust double-digit growth in emerging markets, resulting in a 1.5% global growth for Apple in the quarter.
Samsung’s growth can be largely credited to its Galaxy A36 and A56 models, which brought Galaxy AI features to more affordable devices. Xiaomi secured third place with 42.5 million units shipped, while vivo and Transsion reported shipments of 27.1 million and 25.1 million units, respectively. Transsion, albeit lesser-known, has displayed consistent growth in the budget segments.
### Modest Increases in Shipments, Lesser Increases in Market Share
Despite the 1.5% rise in iPhone shipments, Apple’s market share saw a slight increase from 15.6% to 15.7% year-over-year, which remains relatively stable when compared to Samsung’s significant surge from 18.4% to 19.7%. IDC remarked that the data is preliminary and may be subject to alterations, but it suggests that while Apple temporarily reversed its longstanding iPhone sales decline in China and saw a brief uptick in U.S. demand amid tariff uncertainties in April, that momentum faded throughout the rest of the quarter. As a result, growth in this segment was primarily fueled by emerging markets.
Looking forward, IDC predicts that the smartphone market could see growth driven by new AI-enabled models and persistent demand in mid-range segments. The importance of AI in distinguishing mobile devices is becoming increasingly pronounced, leading to discussions regarding the features competitors provide that may be absent in the iPhone.
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