The global smartphone market isn’t exactly booming in 2025 — but it’s also not in decline. And according to IDC, that’s thanks to one company: Apple.
IDC’s latest Numbers Show How iPhone Demand is Doing the Heavy Lifting
Without the iPhone, shipments worldwide would be flat or even dipping this year. Instead, Apple’s projected 3.9% shipment growth in 2025 is just enough to nudge the entire market up by about 1% to 1.24 billion units.
iPhone vs. Everyone Else
Android brands are struggling in key regions like China, where demand has cooled. Many customers are holding on to their phones for four years or more, and lower-cost competitors haven’t been able to offset the slowdown.
Apple, on the other hand, has kept the upgrade cycle alive with:
- Trade-in offers
- Installment and financing plans
- A fiercely loyal iOS base
That loyalty is critical. IDC notes that most iPhone buyers don’t consider switching — a dynamic that gives Apple the ability to sustain sales even when the rest of the market falters.
Related: Apple Has Now Shipped 3 Billion iPhones Since 2007, Tim Cook Confirms
Premium Strategy Pays Off
Another reason Apple is able to buck the trend is pricing. The industry as a whole is leaning into premiumization — higher-end devices backed by financing and promotions. Average selling prices are expected to rise 5% this year, with overall market value climbing 6%.
Apple’s premium-first strategy, paired with carrier partnerships and trade-ins, is right at the center of that shift. And with growing interest in on-device generative AI features, the iPhone is positioned as both a luxury and a long-term platform.
The Bigger Picture
Apple’s performance also highlights how dependent it remains on U.S. carriers. Data from CIRP shows that three-quarters of iPhone sales in the U.S. come from AT&T, Verizon, and T-Mobile. Loyalty runs high, but when customers switch carriers, iPhone retention dips — proof that promotions and retail staff influence still matter.
Bottom line
Apple isn’t just leading the smartphone industry in 2025 — it’s holding it up. Without the iPhone’s growth, the market would be stagnant. For rivals, that’s a warning sign. For Apple, it’s proof that its mix of loyalty, financing, and premium devices continues to pay off.
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