The global smartphone market shipped a total of 320.1 million units in Q3 2025, as per Omdia’s latest report. This resulted in a 3% year-on-year growth, but more importantly, it signals recovery from the muted performance in the first half of the year. Samsung secured the top spot by shipping 60.6 million units, while Apple is in second place.
Global smartphone market shipped 320.1 million units in Q3 2025
Multiple challenges weighed down the first half of 2025. The list includes rising uncertainty following changes in the US tariff policy and associated supply chain restructuring. Then there’s slow retail traffic and inventory adjustment by vendors. All these resulted in market volume remaining flat compared to the previous year.
However, things moved in a positive direction in Q3 2025. Samsung, Apple, Transsion, and Honor reportedly shipped over two million additional units YoY (year-on-year). This drove the market’s return to growth.
Samsung takes the top spot, followed by Apple
Samsung is at the top with 6% year-over-year growth. The Galaxy Z Fold 7 and Z Flip 7 models, as well as the Galaxy A07 and A17, drove the company towards growth. Strong sales of the Galaxy A series in Asia-Pacific and the Middle East contributed to overall shipments.
Apple sits right below Samsung with 56.5 million units and 4% YoY growth. The report notes that the iPhone 17 surpassed expectations. Meanwhile, iPhone 17 Pro and 17 Pro Max reportedly continue to draw strong global demand. Rising markets like India are expected to support Apple’s full-year shipment growth.
Xiaomi could only manage a marginal 1% growth by shipping 43.4 million units in the quarter. The shipments in China took a hit after the subsidy program ended, but growth in the Asia-Pacific and other regions offset the decline. Transsion climbed to the fourth spot with 28.6 million units and a significant 12% YoY growth in shipments. Vivo is in fifth place with 28.5 million shipments and 5% annual growth.
There are challenges
Omdia reports that shipments in North America and Greater China declined YoY, while Asia-Pacific, the Middle East, and Africa recorded strong growth. This drove overall global market expansion in Q3. Africa saw shipments surge 25% YoY. Asia-Pacific recorded a 5% YoY increase, which is reportedly the highest quarterly volume since Q4 2021.
The global smartphone market continues to show “polarized growth,” with expansion in both low-end and premium segments, while the mid-range remains weak. The ultra-low-end segment (below $100) and high-end segment (above $700) are reportedly driving overall volume growth.
Talking about the market outlook, Omdia notes that despite the recovery in Q3, the component shortages and rising costs are challenging the industry. This could result in higher pricing of new products in the short term and hinder the growth of the low-end segment demand.
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