Danny Weber
10:59 31-10-2025
© A. Krivonosov
Omdia reports 3% growth in Q3 2025 smartphone shipments to 320.1M. Samsung retakes No.1, Apple grows; foldables rise, Africa and APAC lead as mid-range lags.
According to research firm Omdia, the global smartphone market grew 3% in the third quarter of 2025, reaching 320.1 million units shipped. It is the first tangible sign of a rebound after a sluggish first half. Samsung reclaimed the top spot, lifting shipments 6% year over year to 60.6 million, while Apple took second place with 56.5 million and a 4% annual increase.
The turnaround was underpinned by improving consumer demand and steadier supply chains. Earlier in the year, the sector felt the drag from shifts in U.S. tariff policy, softer retail sales, and inventory corrections at manufacturers. By the third quarter, momentum had shifted: Samsung, Apple, Transsion, and Honor each added more than two million units to their shipments.
Samsung’s gains were driven by the Galaxy Z Fold 7 and Z Flip 7, alongside the budget-friendly Galaxy A07 and A17, which resonated in Asian and Middle Eastern markets. Apple delivered solid results on the back of strong iPhone 17, 17 Pro, and 17 Pro Max sales, with especially brisk demand in India and Southeast Asia. Foldables pulling their weight alongside value-focused models suggests a broader playbook is working.
Xiaomi shipped 43.4 million smartphones, up just 1%. A post-subsidy slowdown in China was partly offset by growth in other regions. Transsion ranked fourth with 28.6 million units and an impressive 12% rise, while Vivo rounded out the top five at 28.5 million, up 5%. The split hints at momentum increasingly defined by geography and price band.
The strongest growth appeared in Africa (+25%) and the Asia-Pacific region (+5%), where shipments hit their highest levels since late 2021. By contrast, North America and China contracted. Analysts described a polarization of the market, with rapid expansion at both the sub-$100 and above-$700 tiers, leaving mid-range devices as the weak link. Omdia also cautioned that lingering component shortages and rising production costs could push up prices of new models and slow demand at the entry level, a risk that could make the recovery feel uneven.