LAGOS, NIGERIA – While the global smartphone market experienced near-zero growth in Q1 2025, Africa emerged as a standout performer, driven by vibrant retail activity and deliberate market expansion strategies.
A report by Canalys revealed that global smartphone shipments reached 296.9 million units, only a marginal increase from the 296.2 million units shipped in Q1 2024. This flatline marks the third consecutive quarter of slowing year-on-year growth, as major markets like India, Latin America, and the Middle East saw demand wane due to saturation.
However, Africa bucked the trend, with Canalys Principal Analyst Toby Zhu crediting the continent's performance to "vibrant retail activities and proactive market expansion efforts." While previously high-growth regions witnessed a slowdown in replacement demand for affordable phones, Africa's retail-driven momentum stood out.
"Markets that had demonstrated strong growth over the past year… are now showing noticeable declines in Q1 2025. This makes Africa's positive trajectory all the more significant," Zhu stated.
Globally, Samsung and Apple retained their dominance, shipping 60.5 million and 55 million units, respectively, together holding 39% of market share. Samsung's new Galaxy S25 series and Apple's traction in emerging Asia-Pacific markets helped maintain their lead. Chinese brands like Xiaomi, Vivo, and Oppo completed the top five.
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Elsewhere, Mainland China experienced growth due to subsidies, but Europe declined, hit by regulatory shifts from the Ecodesign Directive and inventory hangovers. The US market outperformed with 12% growth, led by strong Apple sales, though analysts warn that impending tariffs could affect low-end device availability and push prices upward.
Zhu cautioned that smartphone vendors globally face a complex year ahead. "Cautious upgrade behavior, tough competition in mid-range segments, and global trade tensions pose real challenges," he said.
Despite these hurdles, vendors have not yet revised full-year shipment targets. March recovery signs in Southeast Asia and Latin America, plus declining inventories, offer hope. Still, firms like Counterpoint Research remain cautious, predicting a possible global decline amid economic and geopolitical uncertainty.
Amid these mixed signals, Africa's Q1 performance provides a bright spot, reinforcing the continent's growing relevance in the global tech economy. The combination of retail dynamism and expansion strategies positions the region as an increasingly important market for smartphone brands navigating global volatility.
