The global smartphone market has shown signs of steady recovery, according to the latest Worldwide Quarterly Mobile Phone Tracker from the International Data Corporation (IDC). The report reveals that smartphone shipments rose by 2.6% year-over-year (YoY) in the third quarter of 2025, reaching 322.7 million units. Analysts attribute this positive growth to the rising adoption of AI-powered smartphones and the increasing popularity of innovative foldable designs that continue to redefine user experiences across multiple price segments.

Market Leaders: Samsung and Apple Neck-to-Neck

Samsung reclaimed its position as the top smartphone vendor globally, capturing an 18.4% market share with 57.7 million units shipped in Q3 2025. The brand’s success was largely fueled by the Galaxy Z Fold 7 and Galaxy Z Flip 7, both of which recorded the strongest sales performance among Samsung’s foldable portfolio to date. These models have not only reinforced Samsung’s leadership in the foldables category but have also pushed premium sales across emerging markets.

Meanwhile, Apple secured the second position with 57 million units shipped, maintaining a market share closely aligned with Samsung. The company reported its best-ever July quarter, supported by surging demand for the iPhone 17 lineup, which introduced next-generation AI features and hardware upgrades. According to IDC’s analysis, Apple’s success demonstrates strong consumer confidence in premium smartphones, even amid persistent global economic uncertainty.

Strong Performance from Xiaomi, Transsion, and vivo

Beyond the top two global players, Xiaomi, Transsion, and vivo delivered robust results during the quarter.

Xiaomi ranked third globally, accounting for a 13.5% market share with shipments of around 42.8 million units. The brand’s recovery in Europe and Latin America was driven by the continued success of its Redmi Note and Poco series, reinforcing its stronghold in the mid-range market.

Transsion, which manages brands like Infinix, Tecno, and Itel, recorded the highest year-over-year growth of 13.6%, owing to its rapid expansion across North and East Africa. Its competitive pricing strategy and focus on the sub-$200 smartphone segment have made it a dominant player in developing markets.

vivo maintained steady growth, supported by its focus on camera-centric smartphones and strategic presence in South and Southeast Asia.

Analysts’ Insights: The AI and Affordability Equation

According to Nabila Popal, Senior Research Director for Worldwide Client Devices at IDC, the smartphone industry’s steady recovery underscores its adaptability and innovation-driven resilience.

“The smartphone industry continues its upward trajectory, posting solid growth — a remarkable achievement given persistent economic uncertainty and tariff challenges,” she stated.

“OEMs are excelling not just in hardware and software but also in simplifying purchasing processes through trade-in programs and flexible financing. These strategies have made upgrading to newer models more appealing and accessible than ever.”

Francisco Jeronimo, Vice President for Client Devices at IDC, echoed similar sentiments, highlighting the growing influence of AI in driving upgrades across both premium and affordable segments.

“Despite economic challenges, the smartphone market showed resilience. Apple and Samsung led premium upgrades, while the influx of affordable AI-enabled smartphones drove momentum in lower price categories,” he said.

“The success of the iPhone 17 lineup and Samsung’s new foldables underlines the consumer appetite for innovation and intelligent devices.”

Outlook for Q4 2025: Continued Momentum Expected

Looking ahead, IDC predicts continued growth into the fourth quarter of 2025, driven by festive discounts, trade-in programs, and heightened demand for AI-integrated smartphones. The upcoming holiday season and new product launches are expected to further stimulate sales across global markets.

Analysts also foresee AI integration becoming a major differentiating factor, influencing not only flagship smartphones but also affordable segments as manufacturers continue to democratize intelligent features for wider accessibility.

Conclusion

The IDC Q3 2025 report highlights a renewed phase of growth in the global smartphone industry, marking a significant shift after years of market stagnation. With foldables and AI-driven innovations leading the charge, brands like Samsung, Apple, Xiaomi, and Transsion are reshaping the competitive landscape.

As the smartphone market enters the final quarter of 2025, the outlook remains optimistic — signaling that the era of intelligent, flexible, and user-focused smartphones is not only here to stay but will continue to accelerate innovation across the industry.

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