Tech: Premiumization Accelerates! Apple and Samsung Lead as Global Smartphone Revenue Soars Past $100 Billion in Q2

[By Times Reporter Wang Yixin, Taipei] According to the latest report from Counterpoint Research, global smartphone revenue in Q2 2025 grew 10% YoY, surpassing $100 billion—a record high for any second quarter. In contrast, global shipments increased by only 3% YoY. The global average selling price (ASP) also hit a Q2 record, rising 7% YoY to nearly $350.

Senior analyst Shilpi Jain noted that despite macroeconomic headwinds in most major regions, the market achieved simultaneous growth in shipments and revenue in Q2. As U.S. tariff pressures ease, brands are benefiting from robust demand for premium devices in mature markets, with premiumization progressing faster than expected. Key drivers include the popularity of installment plans, improved trade-in programs, and promotional campaigns that lower barriers to premium upgrades.

Research Director Jeff Fieldhack stated that Apple's revenue lead expanded further thanks to the strong global performance of the iPhone 16 series, riding the premiumization wave. In the U.S., shipments were front-loaded early in the quarter due to tariff uncertainties; Japan saw iPhone 16e driving sales as one of the fastest-growing markets; while emerging markets like the Middle East, Africa, and India maintained steady growth.

Samsung retained its lead in global smartphone shipments, with Q2 revenue up 4% YoY, fueled by strong sales of refreshed mid-range A-series models and premium demand for the Galaxy S25 series and newly launched S25 Edge.

OPPO achieved the highest ASP growth (+14% YoY) among the top five brands, with revenue up 10% YoY. Despite declining shipments, the Reno 13 series and Find X8 boosted its premium mix, lifting both ASP and revenue.

Vivo's revenue rose 4% YoY, with shipments up 5%, as it expanded in India, the Middle East, Africa, and Latin America while gradually increasing its share in Europe.