U.S. Pixel market expands, placing Google amidst the top four competitors prior to the release of the Pixel 10
The US smartphone market is dominated by the three largest vendors, leaving a small opportunity for the remaining vendors. However, one brand that is making waves is Google Pixel.
Google's Pixel shipped around 800,000 units in Q2 2025, marking a 13% increase year-over-year. This growth has helped Google return to the fourth position in the US smartphone market, with the Pixel making up 3% of the overall US market in Q2 2025.
Last year, the Pixel 9 launch delivered Google's "highest-ever" quarterly sales, setting the stage for the upcoming Pixel 10 series launch in August. Industry commentary suggests that the Pixel 10 launch could potentially improve Google's market position further, given the momentum generated by the Pixel 9 series.
While no concrete projection is available for Pixel 10's exact market share after its August 2025 launch, a growth beyond the current 3% mark is expected based on past performance expansion and analyst optimism. The Q3 2025 data following the launch will be more telling for the Pixel 10’s impact.
Competitors Apple and Samsung hold substantially larger shares (Apple about 49%, Samsung about 31%), while Motorola holds about 12% in the US market. Google is still behind these leaders but growing steadily.
Meanwhile, other brands like OnePlus and Nothing are focusing on non-carrier-driven strategies, such as direct websites, Best Buy, Walmart, and Amazon. The success of smartphone vendors in the US requires significant scale, but the top three brands currently make up over 90% of shipments, making it tough for new brands to grow.
The market's attractiveness could be improved by making it less costly for vendors to be included in portfolios or by offering new incentives for vendors to build their own brick-and-mortar stores. This could potentially open up more opportunities for brands like OnePlus and Nothing.
The launch of the Nothing Phone (3) is not considered a 'true flagship,' and the same question may apply to the Google Pixel. However, the Google Pixel 10 series is expected to be a subtle upgrade, maintaining the brand's focus on delivering high-quality devices.
In the meantime, Samsung grew by 38% during the quarter, shipping 8.3 million devices for an overall 31% share of the market. Other miscellaneous brands dropped by 34% YoY in Q2 2025, while TCL shrunk by 23% YoY, shipping around 700,000 devices.
As the smartphone market continues to evolve, the upcoming launches of the Google Pixel 10 series and the Nothing Phone (3) will be closely watched to see their impact on the market and Google's position within it.
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Google Pixel's growth, marked by a 13% increase in Q2 2025, indicates a potential expansion of its market share in the US smartphone market, currently at 3%. [1] The expected launch of the Pixel 10 series in August could further improve Google's position, as the momentum generated by the Pixel 9 series suggests. [4]
Despite Google's progress, the US smartphone market remains dominated by giants Apple and Samsung, holding substantially larger shares, while Google is still behind these leaders. [2] Opportunities for newer brands to compete and grow can be enhanced by making it more affordable for vendors to be included in portfolios or by offering new incentives for vendors to establish brick-and-mortar stores. [3]
