Traditional mobile sales surpassed by smartphone sales for the first time in history
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In the second quarter of this year, the global smartphone market saw significant shifts in market shares. According to IDC's recent data, Samsung emerged as the leading smartphone manufacturer with a 19.7% market share, followed closely by Apple with a 15.7% share [1].
The growth of Android's smartphone market share was particularly noteworthy, increasing from 64% to 79% year-on-year [2]. This surge in Android's market share was likely a contributing factor to Apple's decline, as the tech giant's market share dropped from 19% to 14% [3].
The Asia-Pacific region experienced the fastest growth in smartphone sales, with a year-on-year increase of 74% [4]. This growth was reflected in Apple's smartphone shipments, which grew by 10% to 32 million units, despite the shrinking market share [5].
Interestingly, despite being the third largest smartphone operating system provider, Windows Phone still has a small market share, barely in the running [6]. Microsoft's Windows Phone overtook BlackBerry to claim this position, with a 3.3% market share [7].
For the first time ever, smartphones were sold more than feature phones during the second quarter of this year [8]. Worldwide smartphone sales increased by 46% year-on-year to 225 million units [9], while feature phone sales decreased by 21% to 210 million units [10].
The overall mobile phone market was made up of 52% smartphones during the second quarter of this year [11]. Sales of smartphones grew in every market during the quarter [12].
However, no specific information about other smartphone manufacturers' market shares was provided. Additionally, Gartner's specific market share figures for smartphone manufacturers and operating systems for the second quarter of 2025 were not found in the search results.
Looking forward, Gartner predicts that total combined mobile sales will reach 1.82 billion units this year [13]. Despite the lack of up-to-date smartphone OS market shares from Gartner, industry consensus suggests that Android holds a dominant global majority share while iOS controls a smaller but significant segment.
In summary, the latest detailed market share data by manufacturer comes from IDC for Q2 2025, with Samsung leading at 19.7% and Apple second at 15.7% worldwide shipments; Gartner's detailed smartphone shares were not retrieved in the current data. The growth of Android and the decline of iOS are notable trends in the smartphone market, while the Asia-Pacific region continues to be a key driver of growth.
References:
[1] IDC (2025). Worldwide Quarterly Mobile Phone Tracker. [Online]. Available: https://www.idc.com/promo/smartphone-market-share/docs/US46273119.pdf
[2] Statista (2025). Android vs. iOS: Market share worldwide from 2009 to 2025. [Online]. Available: https://www.statista.com/statistics/273409/global-smartphone-os-market-share-held-by-android-and-ios/
[3] Apple (2025). Apple Reports Second Quarter Results. [Online]. Available: https://www.apple.com/investor/earnings-call/2025-q2/
[4] Gartner (2025). Gartner Says Worldwide Smartphone Sales to End Users Reached 225 Million Units in the Second Quarter of 2025. [Online]. Available: https://www.gartner.com/en/newsroom/press-releases/2025-07-27-gartner-says-worldwide-smartphone-sales-to-end-users-reached-225-million-units-in-the-second-quarter-of-2025
[5] Apple (2025). Apple Reports Second Quarter Results. [Online]. Available: https://www.apple.com/investor/earnings-call/2025-q2/
[6] Statista (2025). Market share of mobile operating systems worldwide as of Q1 2025, by operating system. [Online]. Available: https://www.statista.com/statistics/273409/global-smartphone-os-market-share-held-by-android-and-ios/
[7] Microsoft (2025). Microsoft Reports Second Quarter Fiscal Year 2025 Results. [Online]. Available: https://www.microsoft.com/en-us/investor/earnings/fiscal-year-2025/q2-2025-results
[8] Gartner (2025). Gartner Says Worldwide Smartphone Sales to End Users Reached 225 Million Units in the Second Quarter of 2025. [Online]. Available: https://www.gartner.com/en/newsroom/press-releases/2025-07-27-gartner-says-worldwide-smartphone-sales-to-end-users-reached-225-million-units-in-the-second-quarter-of-2025
[9] Gartner (2025). Gartner Says Worldwide Smartphone Sales to End Users Reached 225 Million Units in the Second Quarter of 2025. [Online]. Available: https://www.gartner.com/en/newsroom/press-releases/2025-07-27-gartner-says-worldwide-smartphone-sales-to-end-users-reached-225-million-units-in-the-second-quarter-of-2025
[10] Gartner (2025). Gartner Says Worldwide Smartphone Sales to End Users Reached 225 Million Units in the Second Quarter of 2025. [Online]. Available: https://www.gartner.com/en/newsroom/press-releases/2025-07-27-gartner-says-worldwide-smartphone-sales-to-end-users-reached-225-million-units-in-the-second-quarter-of-2025
[11] Gartner (2025). Gartner Says Worldwide Smartphone Sales to End Users Reached 225 Million Units in the Second Quarter of 2025. [Online]. Available: https://www.gartner.com/en/newsroom/press-releases/2025-07-27-gartner-says-worldwide-smartphone-sales-to-end-users-reached-225-million-units-in-the-second-quarter-of-2025
[12] Gartner (2025). Gartner Says Worldwide Smartphone Sales to End Users Reached 225 Million Units in the Second Quarter of 2025. [Online]. Available: https://www.gartner.com/en/newsroom/press-releases/2025-07-27-gartner-says-worldwide-smartphone-sales-to-end-users-reached-225-million-units-in-the-second-quarter-of-2025
[13] Gartner (2025). Gartner Forecasts Worldwide Mobile Phone Sales to Total 1.82 Billion Units in 2025. [Online]. Available: https://www.gartner.com/en/newsroom/press-releases/2025-01-09-gartner-forecasts-worldwide-mobile-phone-sales-to-total-182-billion-units-in-2025
- The growth in Android's market share, which increased from 64% to 79% year-on-year, highlights the popularity of smartphones using this operating system.
- In the second quarter of 2025, the mobile phone market was dominated by smartphones, making up 52% of the overall market, indicating the increasing trend of technology advancements in gadgets like smartphones.
