Worldwide Smartphone Market Grows 3.5% in Q3 2025, As Upgrades Accelerate, Driven by New Innovative Products, According to IDC
Demand for New Form Factors and Affordable AI-enabled Smartphones Drove Upgrades
NEEDHAM, Mass., November 6, 2025 – According to preliminary data from the International Data Corporation (IDC) Worldwide Quarterly Mobile Phone Tracker, global smartphone shipments increased 3.5% year-over-year (YoY) to 325.7 million units in the third quarter of 2025 (3Q25). The smartphone market continued its recovery, fueled by the premium segment as consumers upgraded to the latest devices, attracted by innovative form factors and more affordable AI-enabled smartphones.
“The smartphone industry continues its upward trajectory, posting solid growth – a remarkable achievement given persistent economic uncertainty and tumultuous tariff dynamics”, said Nabila Popal, senior research director for Worldwide Client Devices, IDC. “OEMs have mastered the art of innovation not only in hardware and software to entice upgrades but also in removing purchase friction. They have flawlessly combined cutting-edge devices with innovative financing models and aggressive trade-in programs that make the upgrading decision a “no brainer” for consumers”.
“Despite economic uncertainty, the smartphone market showed resilience. Apple and Samsung posted strong results as their latest devices encouraged consumers to upgrade in the premium segment, while new, affordable AI-enabled smartphones also drove high upgrades in more affordable price categories”, said Francisco Jeronimo, vice president, Client Devices, IDC. “Apple delivered its best results ever in a July quarter, while Samsung achieved its strongest July-quarter growth on record. Demand for Apple’s new iPhone 17 lineup was robust, with pre-orders surpassing those of the previous generation. At the same time, Samsung’s Galaxy Z Fold 7 and Galaxy Z Flip 7 outperformed all earlier foldable models, creating renewed momentum for the foldables segment.”
Beyond the top two vendors, Xiaomi, Transsion, and vivo also recorded notable growth during the quarter. Xiaomi consolidated its recovery in Europe and Latin America, leveraging its Redmi Note and Poco series. Transsion continued to expand rapidly across North and East Africa, benefiting from strong distribution networks and a competitive portfolio in the sub-$200 segment. Vivo regained share in several emerging markets, supported by refreshed midrange devices with AI-enhanced imaging features and aggressive online promotions.
“Looking ahead, IDC maintains a positive outlook for 2025, anticipating that market momentum will continue through the final quarter of the year,” said Anthony Scarsella, research director for Mobile Phones at IDC. “The accelerated demand for the latest AI-enabled products is expected to lead to a strong finish for 2025, driven by aggressive pricing promotions and robust product portfolios from leading vendors.”
Top 5 Companies, Worldwide Smartphone Shipments, Market Share, and Year-Over-Year Growth, Q3 2025 (Preliminary results, shipments in millions of units)
| Company | 3Q25 Shipments | 3Q25 Market Share | 3Q24 Shipments | 3Q24 Market Share | Year-Over-Year Change |
| 1. Samsung | 61.4 | 18.8% | 57.7 | 18.3% | 6.3% |
| 2. Apple | 59.4 | 18.2% | 57.1 | 18.1% | 4.1% |
| 3. Xiaomi | 43.4 | 13.3% | 42.8 | 13.6% | 1.4% |
| 4. Transsion | 29.2 | 9.0% | 25.7 | 8.2% | 13.4% |
| 5. vivo | 27.9 | 8.6% | 27.0 | 8.6% | 3.4% |
| Others | 104.5 | 32.1% | 104.5 | 33.2% | 0.0% |
| Total | 325.7 | 100.0% | 314.7 | 100.0% | 3.5% |
| Source: IDC Worldwide Quarterly Mobile Phone Tracker, November 6, 2025 | |||||
Table Notes:
- Company shipments are branded device shipments and exclude OEM sales for all vendors.
- The “Company” represents the current parent company (or holding company) for all brands owned and operated as a subsidiary.
- Figures represent new shipments only and exclude refurbished units.
- IDC declares a statistical tie in the Smartphone market when there is a difference of one-tenth of one percent (0.1%) or less in the shipment shares among two or more companies.
About IDC Trackers
IDC Tracker products provide accurate and timely market size, vendor share, and forecasts for hundreds of technology markets from more than 100 countries around the globe. Using proprietary tools and research processes, IDC’s Trackers are updated on a semiannual, quarterly, and monthly basis. Tracker results are delivered to clients in user-friendly Excel deliverables and on-line query tools.
For more information about IDC’s Worldwide Quarterly Mobile Phone Tracker, please contact Jackie Kliem at 508-988-7984 and jkliem@idc.com.
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