While Apple grabbed headlines again in Q1 2025 with its record revenues and a well-timed iPhone 16e launch, the real story for Android fans is this: Vivo is quietly but clearly climbing the ranks — and fast.
According to fresh data from Counterpoint Research, the global smartphone market grew 3% year-on-year in both shipments and revenues during the first quarter of 2025. While Apple and Vivo were the only two among the top five brands to grow revenues, Vivo’s growth stands out as a sign that Android competition is heating up — and not just at the budget end.
Vivo: The quiet contender that’s turning heads
Vivo’s performance in Q1 2025 is no fluke. Its revenue growth didn’t just happen by chance — it’s being driven by a smart playbook of aggressive financing options and well-timed product launches. In Kenya, for example, Vivo has been actively expanding device financing to make its phones more accessible, which is helping push more premium and midrange units into users’ hands. That aggressive retail strategy is paying off.
And let’s not forget Vivo’s headline-grabbing releases like the X200 Pro and V50 5G, which bring sleek design and flagship-level features to Android fans at competitive prices. Those phones, launched locally in March and April respectively, have already started to shape Vivo’s image in markets like India (and Kenya) as a serious player in the premium space, not just another budget brand.
According to Counterpoint, Vivo is now among the top Android brands driving global revenue growth, thanks in part to this fresh mix of value and premium appeal.
Samsung still leads in shipments, but ASP is dropping
Samsung held onto the crown for global smartphone shipments in Q1 2025, tying with Apple at 20% share. But the company’s average selling price (ASP) dropped 7% YoY — a sign that more of its shipments are skewing toward value phones rather than flagships.
This decline in ASP cost Samsung a bit in revenue growth, even though it managed to hold its spot in the top five. While devices like the Galaxy A15 and other affordable A-series handsets are keeping Samsung popular in markets like Kenya, they’re not contributing as much to revenue, which could become a pressure point later in the year.
Still, Samsung’s Galaxy S25 series, launched earlier this year, has been a bright spot, with AI enhancements and improved battery life earning praise. For Kenyan Android fans, Samsung remains a reliable choice, offering a wide range of devices from entry-level to flagship, ensuring there’s something for everyone.
Xiaomi and OPPO holding on, with OPPO going premium
Xiaomi kept its ground in both shipments (14%) and revenue share (6%), even though it didn’t see much YoY growth. OPPO, on the other hand, grew its ASP — the only brand among the top five to do so — thanks to a stronger mix of premium phones. While OPPO’s overall share in revenue and shipments remained flat, this ASP bump hints that it’s slowly shifting its brand positioning upwards.
Let’s also not forget that OPPO includes OnePlus in its totals — so some of that premium momentum may be coming from devices like the OnePlus 13, which continues to find favor among enthusiasts.
Android brands on the rise outside the top 5
Even though Apple continued to lead in global smartphone revenue (42% share) and saw a 12% YoY boost in shipments, the most promising signs for Android come from the brands outside the top five. Huawei and Motorola led the charge with double-digit revenue growth, thanks to renewed focus on hardware and premium offerings — Huawei with its rebound in China, and Motorola with its increasingly aggressive global portfolio.
This trend shows that the Android ecosystem isn’t just holding on — it’s evolving, with newer and older players alike stepping up their game.
The average global ASP (wholesale) climbed 1% YoY to $364 — the highest ever for a first quarter — a clear sign that smartphone buyers are now looking beyond basic specs, and willing to pay for meaningful upgrades, longer support, and better features. This premiumization trend is where brands like Vivo, OPPO, and even Motorola are aiming their next big moves.
What’s driving the market?
Counterpoint’s report highlights several trends shaping the smartphone market in 2025. The ongoing premiumization trend, fueled by demand for AI-powered features and 5G connectivity, is pushing ASPs upward. Brands like Vivo and OPPO are capitalizing on this by offering flagship-level experiences at more accessible price points, a strategy that resonates in markets like Kenya, where consumers are increasingly tech-savvy but price-sensitive.
Strategic inventory stocking also played a role, as manufacturers prepared for potential tariff-related disruptions. Senior Analyst Shilpi Jain noted that the market’s growth was driven by “strategic shifts in production and the growing adoption of artificial intelligence capabilities.” For Android brands, AI is becoming a differentiator, with Vivo’s X200 Pro and Samsung’s Galaxy S25 leveraging AI for enhanced photography, battery optimization, and user personalization.
While Apple continues to dominate headlines, Android brands like Vivo are writing their own success stories. With smart financing, fresh flagship launches, and a growing premium reputation, Vivo is one of the Android names to watch in 2025.
For Kenya specifically, where financing flexibility matters and users want flagship features without iPhone-level pricing, Vivo’s momentum feels especially real. Samsung and Xiaomi remain strong, but the Android playing field is shifting, and brands that adapt fastest will win the next round.
