The global smartphone market shipped 320.1 million units in Q3 2025, up 3% year-on-year, marking a recovery after a slow first half, according to Omdia.
Samsung led with 60.6 million units (+6%), driven by strong Galaxy Z Fold7/Flip7 and A-series sales. Apple followed with 56.5 million units (+4%), boosted by iPhone 17 demand, especially in emerging markets. Xiaomi shipped 43.4 million units (+1%), while Transsion jumped 12%, securing fourth place.
Regionally, Africa (+25%) and Asia-Pacific (+5%) fueled global growth, while North America and China declined. Market recovery was strongest in low-end (<$100) and premium (>$700) segments, with mid-range models lagging.
Omdia warns that component shortages and rising costs could raise prices and pressure low-end demand, as vendors prioritize profitability and high-margin models.
Source: Omdia
