The Asia Pacific smartphone market (excluding Japan and China) grew by 6.4% year-on-year in the second quarter of 2025, according to new data released by International Data Corporation (IDC).
The total shipment volume reached 69.5 million units during the quarter, marking a strong sign of recovery after a challenging 2023.
IDC attributes the rebound to increased consumer demand, better macroeconomic conditions, and strategic price cuts and marketing efforts by key vendors.
Emerging Southeast Asian markets, including the Philippines, Indonesia, and Vietnam, contributed significantly to the recovery, along with India, which remains the region’s largest smartphone market.
“The Asia/Pacific smartphone market is regaining its momentum with improved supply chains and consumer confidence,” said Teong Eng Cheong, Senior Research Manager at IDC Asia/Pacific. “Consumers are responding well to affordability-focused strategies from vendors, especially in the sub-$300 segment.”
Samsung retained its lead in the region, buoyed by its wide portfolio across both premium and entry-level segments. Xiaomi and realme also posted notable growth, while Transsion brands (Infinix, Tecno, and itel) continued to perform well in the budget tier. Apple, though still a premium player, saw modest gains, particularly in urban India and Southeast Asia.
Foldable smartphones, despite generating buzz with the recent launches of new Galaxy Z models, still represent a small portion of the total market. IDC reiterated that adoption of foldables in Asia remains limited due to high prices and perceived fragility — aligning with recent consumer sentiment reported in a separate CNET survey showing 64% of users uninterested in foldables.
Looking ahead, IDC expects modest but sustained growth in the Asia/Pacific smartphone market throughout the rest of 2025, supported by 5G expansion, AI-driven smartphone features, and continued vendor competition in value segments.
The data comes as global smartphone vendors are preparing for new product announcements in the second half of the year, including Apple’s next iPhone launch and Samsung’s push for its foldable line.
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