Premium upgrades and AI-enabled smartphones fuel global growth, lifting shipments 2.6% in Q3 2025, led by Samsung, Apple, Xiaomi, Transsion, and vivo.
Global smartphone shipments reached 322.7 million units in the third quarter of 2025 (3Q25), up 2.6% year-on-year (YoY), according to recent data from International Data Corporation (IDC). Premium devices and the growing adoption of affordable AI-enabled smartphones led the market recovery.
Simultaneously, another data from the Counterpoint Research shows that the growth of the worldwide smartphone market is 4% YoY in the third quarter of 2025.
“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.
She added that OEMs have successfully combined cutting-edge hardware and software innovations with financing models and trade-in programmes, making upgrades easier for consumers.
Apple and Samsung remained the primary drivers of the premium segment. Samsung led global shipments with 61.4 million units, a 6.3% YoY rise, capturing 19% of the market. Apple followed closely with 58.6 million units, up 2.9% YoY, holding an 18.2% share.
Francisco Jeronimo, Vice President, Client Devices at IDC, said, “Apple delivered its best results ever in a July quarter, while Samsung achieved its strongest July-quarter growth on record. Demand for Apple’s new iPhone 17 lineup was robust, with pre-orders surpassing the previous generation. Samsung’s Galaxy Z Fold 7 and Galaxy Z Flip 7 outperformed earlier foldable models, creating renewed momentum for the segment.”
Xiaomi, Transsion, and vivo also reported strong growth. Xiaomi shipped 43.5 million units (13.5% share), supported by the Redmi Note and Poco series in Europe and Latin America. Transsion expanded rapidly in North and East Africa, reaching 29.2 million units (9% share), driven by its sub-$200 portfolio. Vivo shipped 28.8 million units (8.9% share), boosted by AI-enhanced mid-range devices and aggressive online campaigns.
The remaining brands collectively shipped 101.2 million units, slightly down from last year.
Looking ahead, IDC expects the market to maintain momentum through the final quarter of 2025. “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,” said Anthony Scarsella, Research Director for Mobile Phones at IDC.
