Samsung Leads Global Smartphone Shipments in Q3 2025
Samsung regained the top position in global smartphone sales for the third quarter of 2025, shipping 60.6 million units from July to September. This accounted for a 19% market share and a 6% increase compared to the same period last year.
Market Share and Growth by Brand
- Apple came in second with 56.5 million units shipped, holding an 18% market share and achieving a 4% year-on-year rise.
- Xiaomi ranked third, shipping 43.4 million units, capturing 14% of the market, and showing a 1% growth annually.
- Transsion (owner of Infinix, Tecno, and iTel) secured fourth place with 28.6 million shipments and 9% market share, posting the strongest growth among the top five at 12%.
- Vivo rounded out the top five with 28.5 million units shipped, a 9% share, and a 5% increase year-over-year.
Reasons Behind Samsung's Success
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.
Performance of Other Key Brands
Apple’s base iPhone 17 reportedly exceeded launch expectations due to a stronger value proposition.
Xiaomi faced shipment declines in China following the end of government subsidy programs; however, the company offset this by growing in the Asia-Pacific region and other global markets.
Summary
Global smartphone demand grew 3% year-on-year in Q3 2025, with Samsung leading in shipments thanks to innovative foldables and strong budget models, while Apple and Xiaomi maintained solid positions amid varying regional challenges.
Author's Summary
Samsung reclaimed its Q3 2025 lead in smartphone shipments fueled by foldable innovation, outpacing Apple and Xiaomi despite regional market shifts and subsidy changes.