When TECNO slipped out of the top 5 in global smartphone shipments during the first quarter of this year, there were numerous pessimistic voices, with many questioning the company's future. However, just three months later, TECNO proved its resilience by reclaiming a spot among the elite.

According to the latest report by research firm Canalys, amidst the intense competition in the global mobile phone market during Q2, TECNO, bolstered by the launch of multiple new models such as the SPARK 40 and Infinix GT 30 Pro, successfully re-entered the top 5, tying with OPPO at 9% market share each.

Image Source: Canalys

Samsung continues to overshadow Apple in this round of rankings, not only being the sole player with positive growth but also commanding nearly one-fifth of the market share.

Canalys analysts attribute Samsung's ability to maintain its leading position this time to the dominance of the Galaxy A series in the mid-to-low-end market.

Furthermore, Samsung's flagship Galaxy S25 series witnessed a second wave of growth in shipments following a price drop. According to foreign media 9to5Google, as of May, sales of the Samsung S25 series neared the 9.16 million mark, marking a 40% increase from the previous generation.

Xiaomi maintains its position as the "consistent third-placer," with its market share differing from Apple's by a mere one percentage point.

Amidst the general decline in the global mobile phone market year-on-year, Xiaomi has managed to stabilize its market position. Besides the popularity of its sub-brand Redmi 14C 4G, the Xiaomi 15 Ultra has also significantly contributed to its success.

According to data disclosed by blogger @RD Observation, Xiaomi's flagship model has sold approximately 586,000 units within the first 26 weeks of 2025, more than doubling the sales of competing products from other brands.

Looking ahead to the second half of this year, Xiaomi will spearhead with the Note 15 series, and rumors suggest that the Xiaomi 16 series will also debut in late September. With multiple new models in the pipeline, will Xiaomi finally shake off its "consistent third-placer" label? Only time will tell.