According to a recent report from Canalys, Google Pixel has successfully established itself in the fourth position within the US smartphone market, just ahead of the highly anticipated launch of the Pixel 10. However, the growth trajectory has shown signs of cooling compared to previous periods. In the second quarter of 2025, spanning from April to June, Google Pixel accounted for approximately 3% of the total US smartphone market, reflecting the shipment of around 800,000 units during this period. This marks an increase from the 700,000 units shipped in Q2 2024, resulting in a year-over-year growth of 13% and securing Google's position in the competitive market.
In the competitive landscape, TCL, which was previously ahead of Google, experienced a significant decline, with a 23% year-over-year decrease in shipments, totaling around 700,000 devices in Q2 2025. Other smaller brands also faced challenges, with a notable 34% drop in year-over-year shipments. Currently, Google Pixel trails behind Motorola, which holds a 12% market share with 3.2 million shipments during the same quarter, representing a modest 2% growth year-over-year. Leading the market, Apple continues to dominate with 13.3 million devices shipped, although this reflects an 11% decline compared to the previous year. In contrast, Samsung saw impressive growth of 38%, shipping 8.3 million devices and capturing an overall 31% market share, thanks in part to the successful launch of its Galaxy A-series.
While Google's growth in the US market is indeed notable, it appears to be slowing down in comparison to earlier projections. For instance, it was estimated that Google Pixel commanded nearly 5% of the US market in 2023, outperforming TCL at that time. With the upcoming launch of the Pixel 10 series slated for August, it is anticipated that Google’s Q3 numbers will exhibit growth; however, the true standing of the company in 2025 will only become clear in the coming months. Last year, the launch of the Pixel 9 resulted in Google achieving its “highest-ever” quarterly sales, which sets a high bar for the upcoming model.
Canalys highlights that the quest for growth among new smartphone brands in the US is particularly challenging, as the top three brands collectively dominate over 90% of total shipments. For smartphone vendors, establishing a successful long-term strategy in this market necessitates considerable scale, especially given that the majority of market share is concentrated among these three leading manufacturers. This scenario leaves limited opportunities for remaining vendors, pushing them to focus on specific segments such as prepaid carrier slots or alternative non-carrier-driven channel strategies.
Brands like OnePlus and Nothing are currently experimenting with non-carrier-focused strategies, emphasizing sales through their own websites and retail partners like Best Buy, Walmart, and Amazon. However, these brands face scale limitations, and their ambitions are largely reliant on performance in other regions. To enhance market appeal, strategies such as reducing large investments necessary for inclusion in retail portfolios or incentivizing vendors to establish their own brick-and-mortar stores could prove beneficial.
The upcoming Pixel 10 series is anticipated to present a subtle yet impactful upgrade, promising to capture consumer interest once again. Furthermore, recent reports indicate that the Google Pixel has made it to the list of best-selling phones in the US and other major markets, showcasing its growing influence. As consumers navigate the smartphone landscape, questions arise regarding whether the Nothing Phone (3) can be classified as a true flagship device, or if the Google Pixel deserves that title.
