Samsung Led the Smartphone Market in Q3 2025, Beating Apple Once Again

Samsung has regained its top spot in global smartphone sales for the third quarter of 2025, according to the latest report from Omdia. The company shipped 60.6 million units between July and September, securing a 19% market share and marking a 6% year-on-year growth compared to the same period last year.

Apple followed closely in second place with 56.5 million shipments, representing 18% of the global market and a 4% annual increase. Xiaomi ranked third, shipping 43.4 million units to capture 14% market share, growing 1% year-on-year.

Transsion, the parent company of Infinix, Tecno, and iTel, took fourth place with 28.6 million shipments and a 9% market share, showing the strongest growth among the top five brands at 12%. Vivo rounded out the top five with 28.5 million units, also holding a 9% share and a 5% annual increase.

Omdia attributes Samsung’s strong performance to the success of its latest foldable models, the Galaxy Z Fold7 and Z Flip7, along with the Galaxy A07 and A17 in the budget category. Apple’s base iPhone 17 reportedly exceeded launch expectations due to a stronger value proposition.

For Xiaomi, shipment declines in China followed the end of government subsidy programs, though the company managed to maintain balance through growth in the Asia-Pacific and other global regions. Vivo maintained its dominance in India, overtook Huawei in China, and continued expanding across Asia-Pacific, Africa, and Latin America.

The global smartphone market shipped 320.1 million devices in Q3 2025, reflecting a 3% annual increase. However, shipments in North America and Greater China saw declines, while Asia-Pacific, the Middle East, and Africa recorded strong growth. Africa led the surge with a 25% shipment increase, followed by a 5% rise in Asia-Pacific.

Interestingly, Omdia’s data shows that the overall growth was fueled by both entry-level phones under $100 and premium models above $700, while the mid-range segment remains sluggish. Analysts predict that rising smartphone prices could slow growth in the low-end market in the coming quarters.