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Q2 2025 Smartphone Shipments – Takeaways for Distributors

29 August 2025

Global smartphone shipments ticked higher in Q2 2025, with signs of stabilisation in key regions. Mid-range Android competition intensified while premium demand held up, shaping near-term pricing and channel dynamics.

Key takeaways

  • Volumes up modestly: Early recovery signals continue, led by select regions and segments.

  • Mid-range pressure: Competitive pricing likely in A- and B-grade Android stock.

  • Premium resilience: Steady demand supports secondary values for recent-gen flagships.

Distributors should watch OEM mix shifts and regional appetite—especially where Android promotions drive channel inventory rotations.

What it means for traders

  • Price bands: Expect sharper discounting on mid-tier new stock; align secondary buy/sell spreads.

  • SKU focus: Prioritise fast-moving memory/colour combos; avoid slow variants.

  • Export routes: Track demand pockets in Africa and LATAM for outlet opportunities.

Read the Counterpoint summary

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