Global smartphone shipments increased 2.6 per cent year-over-year to 322.7 million units in the third quarter of 2025, driven by premium segment upgrades to innovative form factors and more affordable AI-enabled devices, according to preliminary data from International Data Corporation.
The smartphone market continued its recovery, fuelled by consumer upgrades to the latest devices attracted by cutting-edge hardware and software innovations combined with aggressive trade-in programmes and financing models, IDC’s Worldwide Quarterly Mobile Phone Tracker shows.
“The smartphone industry continues its upward trajectory, posting solid growth — a remarkable achievement given persistent economic uncertainty and tumultuous tariff dynamics,” said Nabila Popal, senior research director for Worldwide Client Devices at IDC. “OEMs have mastered the art of innovation not only in hardware and software to entice upgrades but also in removing purchase friction. They have flawlessly combined cutting-edge devices with innovative financing models and aggressive trade-in programs that make the upgrading decision a ‘no brainer’ for consumers.”
Apple and Samsung posted strong results as their latest devices encouraged premium segment upgrades, whilst new, affordable AI-enabled smartphones drove upgrades in lower price categories. Apple delivered its best results ever in a July quarter, whilst Samsung achieved its strongest July-quarter growth on record.
“Despite economic uncertainty, the smartphone market showed resilience. Apple and Samsung posted strong results as their latest devices encouraged consumers to upgrade in the premium segment, while new, affordable AI-enabled smartphones also drove high upgrades in more affordable price categories,” said Francisco Jeronimo, vice president of Client Devices at IDC.
Demand for Apple’s new iPhone 17 lineup proved robust, with pre-orders surpassing those of the previous generation. Samsung’s Galaxy Z Fold 7 and Galaxy Z Flip 7 outperformed all earlier foldable models, creating renewed momentum for the foldables segment, according to Jeronimo.
Samsung led the market with 61.4 million unit shipments representing 19.0 per cent market share, up 6.3 per cent year-over-year from 57.7 million units and 18.4 per cent share in Q3 2024. Apple followed with 58.6 million units and 18.2 per cent share, increasing 2.9 per cent from 57.0 million units and 18.1 per cent share in the year-ago quarter.
Xiaomi held third position with 43.5 million units and 13.5 per cent market share, growing 1.8 per cent from 42.8 million units and 13.6 per cent share. The company consolidated its recovery in Europe and Latin America, leveraging its Redmi Note and Poco series.
Transsion recorded the strongest growth amongst top five vendors, shipping 29.2 million units for 9.0 per cent market share, up 13.6 per cent from 25.7 million units and 8.2 per cent share. The company continued rapid expansion across North and East Africa, benefiting from strong distribution networks and competitive portfolio in the sub-$200 segment.
Vivo completed the top five with 28.8 million units and 8.9 per cent share, increasing 6.9 per cent from 27.0 million units and 8.6 per cent share. The vendor regained share in several emerging markets, supported by refreshed midrange devices with AI-enhanced imaging features and aggressive online promotions.
Other vendors shipped 101.2 million units representing 31.4 per cent market share, declining 3.2 per cent from 104.5 million units and 33.2 per cent share in Q3 2024.
“Looking ahead, IDC maintains a positive outlook for 2025, anticipating that market momentum will continue through the final quarter of the year,” said Anthony Scarsella, research director for Mobile Phones at IDC. “The accelerated demand for the latest AI-enabled products is expected to lead to a strong finish for 2025, driven by aggressive pricing promotions and robust product portfolios from leading vendors.”
The data are preliminary and subject to change. Company shipments represent branded device shipments and exclude OEM sales for all vendors. Figures represent new shipments only and exclude refurbished units.
