Apple managed to post a modest gain in global iPhone shipments for the second quarter of 2025, even as demand in China slipped. According to IDC’s Worldwide Quarterly Mobile Phone Tracker, Apple shipped 46.4 million iPhones, a 1.5% increase from 45.7 million units in the same period last year.
The global smartphone market grew just 1% year-over-year, totaling 295.2 million units. Despite economic uncertainty and slowing demand in China, this marks the market’s eighth consecutive quarter of growth.
China Struggles While Other Regions Shine
China, Apple’s second-largest market, saw a 1% decline in shipments for the quarter. IDC analysts noted that government subsidies failed to spark new demand, and June’s massive 618 shopping event primarily cleared old inventory. Still, Apple remained the top-selling brand during the promotion.
Meanwhile, strong double-digit growth in emerging markets helped offset the dip. These regions, with expanding middle classes and more first-time smartphone buyers, are becoming a key focus for Apple’s strategy.
Global Competition Heats Up
While Apple maintained steady growth, competitors also made moves. Samsung led the market with 58 million units, up 7.9% from last year, driven by its Galaxy A36 and A56 models featuring AI capabilities. Xiaomi followed in third place with 42.5 million units, while vivo and Transsion rounded out the top five.
Analysts say brands are adding AI features to mid-range phones and adjusting prices to attract cost-conscious buyers, especially in developing regions.
Apple’s Outlook
Apple’s continued success in emerging markets shows its strategy to push premium devices into growth regions is working. IDC expects this approach to remain vital as established markets face saturation and competitive pricing pressure.
