By Chinenye Anuforo
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While the global smartphone market experienced a largely flat first quarter, with vendors navigating an increasingly turbulent landscape, Africa stood out as a region of notable activity and growth.
According to a recent report by Canalys, worldwide smartphone shipments reached 296.9 million units in Q1 2025, a negligible increase from the 296.2 million shipped in the same period last year. This near-zero growth comes after a year of anticipated recovery in overall shipments for 2024 and marks the third consecutive quarter of slowing year-over-year expansion globally.
However, within this broader context of stagnation, Africa presented a more positive picture. Toby Zhu, principal analyst at Canalys, specifically attributed the continent’s growth to vibrant retail activities and proactive market expansion efforts. This performance contrasts sharply with other regions that had previously shown strong momentum.
“Markets that had demonstrated strong growth over the past year, such as India, Latin America and the Middle East, are now showing noticeable declines in Q1 2025, indicating a saturation of replacement demand for more affordable devices,” Zhu explained. This makes Africa’s positive trajectory all the more significant.
In terms of global market share, Samsung and Apple maintained their leading positions, shipping 60.5 million and 55 million units, respectively, collectively accounting for 39 percent of the market. Canalys noted that Samsung benefited from the launch of its new Galaxy S25 flagship and updated A-series models, while Apple saw strong growth in emerging Asia Pacific markets and the US. Chinese OEMs, including Xiaomi, Vivo and Oppo, rounded out the top rankings.
While some regions experienced pretty wild swings in Q1, Africa’s positive performance offers a beacon of activity. Mainland China also saw growth, attributed to its ongoing subsidy programs. In contrast, Europe’s smartphone volumes declined following a brief recovery, impacted by high flagship inventory from the end of 2024 and disruptions to mid and low-end product lines due to the EU’s upcoming Ecodesign Directive. The US market was a standout performer with 12 percent growth, driven by a strong quarter for Apple domestically.
Despite the overall lacklustre performance globally, Zhu highlighted Africa’s contribution, emphasizing the impact of vibrant retail activities and proactive market expansion efforts in driving growth on the continent. This suggests that while other major markets are facing headwinds, Africa’s specific dynamics are fostering a more positive environment for smartphone sales.
Looking ahead, vendors face multiple challenges globally, warned Zhu, including cautious approaches to hardware upgrades in mass-market segments, intensifying competition in the mid-range segment, and the potential for escalating global trade tensions.
Regarding the US market, Le Xuan Chiew, research manager at Canalys, noted that tariffs are expected to disproportionately impact entry-level devices, potentially reducing the availability of lower-cost models and driving average selling prices higher. This introduces uncertainties for both Apple and Android brands in the US market, with pricing strategies and product structures facing significant pressure.
Interestingly, despite the generally weak global performance in Q1, major smartphone brands have yet to adjust their full-year shipment targets. Zhu noted that confidence was boosted in March by signs of recovery in Southeast Asia and Latin America, along with declining inventories and upcoming new mid and low-end models. However, this optimism contrasts with the more cautious outlook from firms like Counterpoint Research, which anticipated a global market decline this year due to trade war and economic uncertainty.
In this context, Africa’s Q1 performance offers a noteworthy counterpoint, demonstrating the potential for growth in specific regions despite broader global challenges. The “vibrant retail activities and proactive market expansion efforts” highlighted by Canalys suggest a dynamic and resilient market within the African continent.