The global smartphone market showed a recovery in Q3 2025 driven by increased consumer demand for device replacement. New product launches such as foldable phones, slim designs and attractive colors were well-received. Several manufacturers also increased production after initial demand exceeded expectations.
Samsung remained at the top for three consecutive quarters with a market share of 19%. This position was supported by demand for its Galaxy A series and new generation foldable phones. Meanwhile, Apple recorded a 4% increase in iPhone shipments, its best performance to date. It was also a result of early demand for the iPhone 17, which contributed to an 18% market share.
The iPhone 17 series attracted attention with larger internal storage without a price increase, a new design for the Pro series and the emergence of the iPhone Air as a testbed for new technologies. Meanwhile, Xiaomi maintained a stable performance with a 14% market share. TRANSSION (Tecno, Infinix & itel) and vivo each recorded 9% market share, completing the top five manufacturers.
However, global economic uncertainties are putting pressure on manufacturers. They need to be smart about managing production, profits and sales targets. The rising cost of components such as storage and memory is also affecting profits. Omdia also recommends manufacturers seek additional revenue through subscriptions, bundle packages and products in the ecosystem to continue growing.
