Google Pixel rises to the top 4 in the US smartphone market ahead of the Pixel 10 launch.
Google Pixel captured 3% of the US smartphone market in Q2/2025, surpassing TCL and ranking fourth before the launch of the Pixel 10, despite slowing growth.
Google Pixel is experiencing steady growth in the US market.
According to a new report from Canalys, the Google Pixel stabilized in fourth place in the US smartphone market during the second quarter of 2025 (April to June), accounting for 3% of the total market share.
This quarter, Google shipped approximately 800,000 devices, up from around 700,000 devices in the second quarter of 2024, marking a 13% year-on-year growth.
Compared to its rivals, TCL – which previously surpassed Google – saw a 23% year-on-year decline, shipping only around 700,000 devices in the second quarter of 2025. Other brands also experienced a 34% year-on-year decrease.
Google is currently behind Motorola, holding a 12% market share with 3.2 million devices shipped in the second quarter, a 2% increase year-on-year.
Apple maintained its leading position with 13.3 million devices shipped in the quarter, although this figure was down 11% compared to the same period last year, accounting for 49% of the market share. In contrast, Samsung saw impressive growth of 38% in the quarter, shipping 8.3 million devices and capturing 31% of the market share. Canalys attributes this growth for Samsung largely to the launch of its Galaxy A-series products.
Google Pixel's growth is showing signs of slowing down.
Despite reaching the 4th position, Google Pixel's growth is showing signs of slowing 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 scheduled for August 2025, Google expects to improve its Q3 sales figures. Last year, the Pixel 9 delivered Google's highest quarterly sales ever.
New brands face a significant challenge in the US market, as the top three brands currently account for over 90% of total shipments. This leaves very little opportunity for remaining suppliers, who typically focus on prepaid carrier positions or carrier-independent distribution channel strategies.
Currently, OnePlus and Nothing are experimenting with strategies that don't focus on brick-and-mortar stores, instead emphasizing online sales channels like Best Buy, Walmart, and Amazon, but their current scale is still limited. Their ambitions depend on their growth in other regions.
