- Q2 Smartphone Revenue increased 11% YoY to $17.5B on a 2% increase in ASPs and 9% increase in sell-through.
- Apple sell-through increased 10% YoY, lifted by marketing and sales of the iPhone 16e.
- Samsung sell-through increased 16% YoY, supported by increased demand for flagship models and strong carrier promotions.
- HMD sell-through fell 41% YoY as it announced its exit from the US market, leaving future share of the low-end smartphone market available for the taking.
The US smartphone market was up 9% YoY in Q2 according to Counterpoint’s US Channel Share Tracker report, supported by strong performances from the Big 3 carriers. Smartphone sell-through at AT&T, T-Mobile and Verizon stores increased by 16%, 20% and 12% respectively YoY in Q2, lifted by summer device promotions. Upgrade rates improved at each of the carriers as executive teams cited strong promotional campaigns as the reasoning for increased device purchasing. With these strong promotions, sell-through in the premium device segment increased 11% YoY.
Smartphone Sell-through at US Carriers, Q2 2024 vs Q2 2025 (In Millions)
Q2 Smartphone Revenue increased 11% YoY to $17.5B on a 2% increase in ASPs and 9% increase in sell-through. The ASP of a US Smartphone in Q2 was $647.53, up from $632.59 a year ago. This was driven by an 11% increase in premium device sales but was partially offset by a 48% increase in the $300-$599 price segment due to demand for the iPhone 16e and the earlier launch of the Google Pixel 9a in 2025.
Apple sell-through increased 10% YoY, lifted by marketing and sales of the iPhone 16e. Apple benefitted from strong carrier promotions throughout the quarter. Particular drivers of sales included Verizon’s Red Hot Deal Days and T-Mobile’s switcher deal which offered the iPhone 16 Pro for free with no trade-in required. Verizon also indicated that its “Best Value Guarantee” has been successful in maintaining customer relationships and driving smartphone upgrades.
Samsung sell-through increased 16% YoY, supported by increased demand for flagship models and many of the same carrier promotions that drove demand for iPhones. Samsung also saw a slight YoY boost from sales and marketing of the S25 Edge which released in late May.
HMD sell-through fell 41% YoY as it announced its exit from the US market, leaving future share of the low-end smartphone market available for the taking. Existing smartphone inventory for HMD will sell out in the next few months and the brand will no longer have a smartphone presence in the US market.
Research Director Jeff Fieldhack said, “This will leave an opening for brands to capture HMD’s remaining share of the low-end smartphone market. Brands like Motorola and TCL are currently best positioned in the market to fill the needs of HMD’s target customer base.”
