Global smartphone shipments climbed four percent year-on-year in the third quarter of 2025, buoyed by strong festive season demand, accelerated 5G upgrades, and a rising appetite for premium devices across emerging and mature markets.
The latest Counterpoint Research data released Thursday shows that the industry’s recovery is gaining momentum, with the Middle East and Africa (MEA) and Asia Pacific (APAC) driving much of the growth.
Counterpoint noted that while North America and Europe maintained stable performance, the sharpest expansion came from regions where improving economic conditions, growing middle-class spending power, and easier access to financing enabled more consumers to trade up to higher-end smartphones.
This shift, widely described as premiumisation, has become a consistent theme across the global market, especially as brands increasingly push flagship features into more affordable tiers.
Samsung remained the world’s leading smartphone brand in Q3 2025 with a 19 percent market share, achieving six percent YoY growth. The company benefited from robust demand for its Galaxy Z and S series, which continue to define its premium strategy.
The Galaxy A series also maintained strong momentum, particularly in MEA, Southeast Asia, and Latin America, where consumers were drawn to its blend of affordability and advanced features.
Samsung’s ability to cover all price bands with competitive offerings helped it consolidate its lead during the festive shopping period in key markets.
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Apple recorded the fastest growth among the top five global smartphone manufacturers, posting a nine percent YoY increase in shipments. The release of the iPhone 17 series played a pivotal role, generating record-breaking pre-bookings across India, Japan, Western Europe, and Southeast Asia.
Counterpoint highlighted that Apple’s early push into festive markets, coupled with broader availability through carriers and retail partners in emerging economies, contributed significantly to its strong quarter. The company’s premium appeal, amplified by redesigns and improved performance features, resonated deeply with consumers seeking holiday upgrades.
Xiaomi retained its third-place global ranking with a 14 percent market share, posting two percent YoY growth. The brand’s performance was fuelled by steady gains in Southeast Asia, MEA, and Latin America, where its budget and mid-tier offerings remain highly competitive. Through aggressive carrier partnerships, strategic promotions, and deeper penetration of offline and online channels, Xiaomi continued to strengthen its ecosystem in some of the world’s fastest-growing smartphone regions.
vivo and OPPO held the fourth and fifth spots respectively, with vivo growing nine percent YoY due to strong traction in India and Southeast Asia and expanding reach across MEA. OPPO maintained stability with ongoing demand for its Reno and A-series devices, supported by region-specific marketing and enhanced distribution efforts.
Among brands outside the top five, Google posted the strongest YoY shipment increase at 35 percent, fuelled by widespread demand for the Pixel 9 series and its AI-centric innovations. HONOR followed closely with 33 percent YoY growth, driven by the popularity of its Magic V2 foldable lineup and rising premium recognition in Europe, APAC, and MEA.
Counterpoint said the Q3 2025 performance underscores a return of consumer confidence driven by festive buying cycles, widespread 5G adoption, and growing preference for premium devices, a trend expected to carry into the fourth quarter as holiday promotions intensify globally.
