Surging festive demand, premium upgrades, and a global tilt toward 5G lift smartphone shipments in Q3 2025, with Samsung leading and Apple recording standout growth.
Global smartphone shipments continued their upward trajectory in the July–September quarter, posting a 4% year-on-year (YoY) increase in Q3 2025. According to a Counterpoint Research report, growth was strongest in the Middle East and Africa (MEA) and across the Asia Pacific.
The report highlighted that rising demand for premium devices, seasonal buying, and accelerated 5G upgrades supported overall shipments. Mature markets such as North America and Europe remained relatively stable.
Among the market players, Samsung held its position as the world’s largest smartphone maker. The company captured a 19% market share in Q3 2025, supported by a 6% YoY rise in shipments. Strong sales of its Z-series foldables and S-series flagships drove performance, while the A-series continued to perform steadily in mid-tier segments.
Apple delivered the fastest growth among the top five brands. Its shipments increased 9% YoY, lifting its share to 18%. The newly launched iPhone 17 series recorded record pre-bookings across several regions. Apple posted standout gains in India, Japan, Western Europe and Southeast Asia.
Xiaomi retained third place with a 14% share and 2% YoY growth. Its strength in Southeast Asia, MEA, and Latin America was driven by broader carrier partnerships, targeted promotions, and stronger omnichannel retail expansion, particularly in the budget and mid-range categories.
vivo and OPPO ranked fourth and fifth, respectively. vivo grew 9% YoY, supported by India and Southeast Asia, and continued to expand across MEA. OPPO maintained an 8% share.
Among emerging brands, Google posted the fastest overall growth, with shipments rising 35% YoY due to strong demand for the Pixel 9 series and AI-led product differentiation. HONOR followed with 33% YoY growth, boosted by the foldable Magic V2 series and premium-segment expansion in Europe, APAC and MEA.
Latest quarterly market-share data shows Samsung at 19%, Apple at 18%, Xiaomi at 14%, vivo at 9%, OPPO at 8%, and all other brands collectively at 33% in Q3 2025.
