According to the latest data from Omdia, global smartphone shipments reached 320.1 million units in Q3 2025, marking a 3% year-on-year increase. Key players such as Samsung, Apple (AAPL.US), Transsion, and LENOVO GROUP (00992) each contributed over 2 million additional units compared to the same period last year, driving the market back to growth.

Samsung maintained its position as the global leader with shipments of 60.6 million units (up 6% YoY), fueled by strong demand for its premium Galaxy Z Fold7/Flip7 models and budget-friendly Galaxy A07/A17 series. The Galaxy A lineup performed particularly well in Asia-Pacific and the Middle East.

Apple shipped 56.5 million units, up 4% YoY, gearing up for the holiday season. The base iPhone 17 exceeded expectations with expanded storage at no extra cost, while the redesigned iPhone 17 Pro and Pro Max continued to see robust demand worldwide. Growth in emerging markets, including India, is expected to support Apple’s full-year shipments.

Xiaomi (01810) recorded a modest 1% YoY increase with 43.4 million units shipped. Despite a decline in China post-subsidy, growth in other Asia-Pacific regions offset the drop. Transsion surged to fourth place with a 12% YoY rebound after inventory adjustments, while vivo ranked fifth, outperforming Huawei in China and expanding in India, Africa, and Latin America.

Regionally, North America and Greater China saw declines, while Asia-Pacific, the Middle East, and Africa posted strong gains. Africa led with a 25% YoY surge, driven by Transsion’s recovery, while Asia-Pacific grew 5%—its highest quarterly level since Q4 2021.

The market remains polarized, with ultra-low-end (below $100) and premium ($700+) segments driving growth, while mid-range demand stays weak. Despite Q3’s recovery, component shortages and rising costs pose industry-wide challenges, likely pushing up retail prices and dampening low-end demand.

Jusy Hong, Omdia’s Senior Research Manager, noted: "Brands may adopt varied strategies—securing channel funds early, prioritizing high-margin models, defending budget segments, and leveraging scale for supply chain bargaining power. Profitability remains the top priority."