The global smartphone industry is struggling to gain momentum in 2025. A recent IDC research projects that global shipments would increase by just 1% this year, to 1.24 billion devices. For the majority of manufacturers, this nearly flat growth presents a dire situation. One of the main reasons is China’s cooling demand, where government subsidy cuts and consumer hesitancy toward upgrades have slowed down sales.
Apple Defies the Trend
Amid this slowdown, Apple has emerged as the market’s saving grace. iPhone shipments are projected to grow by 3.9% in 2025, according to IDC data. The worldwide smartphone market is still growing since this growth is large enough to counteract drops from other manufacturers.
As BGR noted, “Apple’s iPhone sales are the only thing preventing the global smartphone industry from slipping into negative growth.”
Where the Demand Is Coming From
The growth is being fueled by replacement cycles in markets like the United States, the Middle East, and Africa, where consumers continue to upgrade devices. Unlike in China, these regions are seeing stronger upgrade patterns, ensuring Apple’s sales stay robust.
This trend highlights Apple’s dominance because the worldwide smartphone market would have actually decreased this year if it hadn’t grown.
Timing of the Surge
The report arrives just ahead of Apple’s much-anticipated September 9 event, where the tech giant will unveil its iPhone 17 lineup. Expectations are high, with rumors pointing to Apple’s thinnest phone yet, the iPhone 17 Air, which may feature a completely redesigned camera bar spanning the back.
The timing of Apple’s sales boom demonstrates how, even in flat markets, consumer attention is maintained by anticipation of future releases.
Value Over Volume
IDC also predicts that the broader smartphone market will continue shifting focus from volume sales to value creation. To draw in high-end customers, manufacturers are investing in foldable phones and generative AI features on the device.
Apple continues to be the primary force behind industry stability, demonstrating its unparalleled innovation cycles and brand loyalty.
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What It Means for the Industry
Apple’s strong performance not only saves the global smartphone market from decline but also reinforces why its product launches remain the centerpiece of the tech calendar. Apple’s iPhones continue to dominate consumer demand as rivals experiment with foldables and artificial intelligence, proving to the globe that it can still sway the market in its favor even during difficult times.
