Despite ongoing tariff issues, US smartphone shipments recorded a slight year-over-year (YoY) increase in Q3 2025, according to Counterpoint Research. While imports from China declined, shipments from regions like Vietnam and India rose, contributing to overall growth.
Apple's shipment share fell both YoY and quarter-over-quarter (QoQ), though the brand maintained annual shipment growth due to strong early-year performance of the iPhone 16e. The iPhone 17 series shipments remained steady but faced challenges from robust demand.
Samsung posted a marginal YoY gain of 1 basis point (bp) but declined 3 bps QoQ, partly due to Google's strong YoY and QoQ growth. Motorola weakened in Q3, with both YoY and QoQ share declines, as macroeconomic and political factors dampened prepaid demand.
### Market Highlights - US smartphone shipments grew 2% YoY in Q2 2025 despite April's tariff announcement. Increased imports from Vietnam and India offset declines from China. - Apple's shipment share dropped YoY and QoQ as Android shipments outpaced iOS. - Samsung achieved double-digit YoY growth, with its share rising 3 bps to 27%, driven by premium model shipments. - Motorola secured double-digit market share for the fifth consecutive quarter, benefiting from an early May launch of the RAZR 2025 series (vs. July last year) and pressuring prepaid competitors. - HMD's exit from the US market created opportunities for other brands to capture share.
### Q1 2025 Performance Smartphone shipments surged 9% YoY in Q1 2025, fueled by stockpiling ahead of potential tariffs, particularly in March. Apple's shipment share hit a record 57%, driven by the iPhone 16e launch and early shipments before April. Samsung's share fell to 25% from 31% in Q1 2024, impacted by Apple's gains and weaker S25 shipments. Motorola reached an all-time high 11% share, aided by early 2025 G-series releases and stronger prepaid positioning amid HMD's struggles.
### Q4 2024 Trends US smartphone shipments fell 9% YoY in Q4 2024, weighed down by low upgrade rates and extended replacement cycles. Apple declined 5% YoY due to underwhelming iPhone 16 performance and delayed Apple Intelligence rollout. Samsung dropped 4% YoY as prepaid demand slowed and premium device demand softened. Motorola grew 4% YoY, outperforming rivals like HMD in prepaid. Google rose 1% YoY, supported by the four-model Pixel 9 series (vs. two models in Pixel 8).
### Q3 2024 Overview Shipments declined 6% YoY in Q3 2024, with weak prepaid and postpaid demand. Apple fell 5% YoY on sluggish sales, while Samsung dropped 13% YoY due to the Z-series launch timing (July vs. June arrivals). Motorola surged 21% YoY, driven by the Moto G Play 2024's prepaid success, marking the largest market share shift among major brands. Google grew 19% YoY as the Pixel 9 series launched earlier than the Pixel 8 series in October 2023.
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