In a report published today, Canalys, states that, while the US smartphone market barely moved during Q2 2025 in terms of total shipments, Samsung and India experienced huge growth while Apple saw an unusual double-digit drop. Here are the details.
According to Canalys,while the overall US Smartphone market grew by just 1% in Q2 of 2025, reaching 27.1 million units from 26.7 millions a year ago, Samsung had the best performance among all vendors. The Korean company shipped 8,3 million units in Q2 2025, an increase of 38% year-over-year, and its market share increased from 23% to 30%. Apple’s shipments fell 11%, from 14.9 to 13.3 millions units, a drop of 11%. It still held the top spot, with a 49% market share in the US, ahead of Samsung’s 31%.
In practice, this means that Samsung managed to close the market share gap from 33% a year ago to 18% last quarter, which Runar Bjorhovde, Senior Analyst at Canalys, attributed to:
“Vendors continue to frontload devices and maintain high inventory levels to best cope with the risk of tariffs coming into play later in the year (…). Apple built up its inventories rapidly toward the end of Q1 and sought to maintain this level in Q2. Samsung scaled up its inventory stock in Q2, boosting its shipments to grow 38% year on year, predominantly driven by Galaxy A-series devices. Yet, the market only grew 1% despite vendors frontloading inventory, indicating tepid demand in an increasingly pressured economic environment and a widening gap between sell-in and sell-through. Even if smartphones remain exempted from tariffs, many other categories are impacted, which might greatly impact consumers’ spending patterns and keep smartphone demand modest in H2.”
For reference, during Q2 last year, Canalys registered a 1% annual growth and 19% market share for Samsung (a 2% year over year drop), while Apple came in second with a 6% annual growth and 16% market share, 1% below Q2 2023.
Made in India has replaced Made in China.
It may be interesting to compare vendors year-over-year, but the story that is more interesting this quarter is where the phones are coming from. According to Canalys for the first time India has overtaken China in the United States as the top manufacturing hub for smartphones.
This is the obvious result of rising tariffs and trade tensions. The share of US smartphone shipments made in China has dropped from 61% in Q2 of 2024 to only 25% this quarter. India’s share of US smartphone shipments grew from 13% to a staggering 44% (a 240% increase year-over-year) as vendors raced away from China to diversify their supply chain.
Here is sanyam chaurasia from canalys, Principal analyst:
India became the leading manufacturing center for smartphones sold in US for the first time in Q2 of 2025. This was largely due to Apple’s accelerated shift to India (…) Apple had scaled up its manufacturing capacity in India in the last few years as part of its “China Plus One” strategy and has chosen to dedicate most its export capacity to supply the US so far in 2025
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