Google Pixel rises to top 4 in US smartphone market ahead of Pixel 10 launch

Google Pixel sees steady growth in US market

According to a new report from Canalys, Google Pixel stabilized in the fourth position in the US smartphone market in Q2 2025 (April to June), capturing 3% of the total market share.

Google shipped about 800,000 devices this quarter, up from about 700,000 in Q2 2024, marking 13% annual growth.

Compared to its rivals, TCL — which previously surpassed Google — saw a 23% year-over-year decline, shipping just 700,000 devices in Q2 2025. Other brands also saw a 34% year-over-year decline.

Google is now behind Motorola, with a 12% market share with 3.2 million devices shipped in Q2, up 2% year-over-year.

Apple maintained its lead with 13.3 million devices shipped in the quarter, down 11% year-over-year, and a 49% market share. Samsung, on the other hand, posted an impressive 38% growth in the quarter, shipping 8.3 million devices and capturing a 31% market share. Canalys attributed much of Samsung's growth to the launch of its Galaxy A-series.

Google Pixel growth shows signs of slowing

Despite reaching the fourth position, Google Pixel's growth is showing signs of slowing down compared to before. In 2023, Pixel accounted for nearly 5% of the US market, but in Q2/2025 it only reached 3%.

With the Pixel 10 launch in August 2025, Google expects to improve its numbers in Q3. Last year, the Pixel 9 brought in Google's highest quarterly sales ever.

Growing new brands in the US market is a major challenge, as the top three brands currently account for more than 90% of total shipments. This leaves little room for the remaining vendors, who are often focused on prepaid carrier positions or carrier-agnostic channel strategies.

OnePlus and Nothing are currently experimenting with strategies that don’t focus on physical stores, focusing on online channels like Best Buy, Walmart, and Amazon, but their scale is limited at the moment. Their ambitions depend on how they scale in other regions.