Global Smartphone Shipments in Q3 Increase 3% Year-On-Year, Apple Sets Record for Best Performance in History for Same Period

On Tuesday, Eastern Time, the latest research from Omdia, a leading global technology research and consulting company, showed that the global smartphone market grew by 3% year-on-year in the third quarter of 2025. This indicates that driven by strong product renewal demand fueled by major product launches during this quarter, the mobile phone market has regained growth momentum.

Global smartphone shipments grow strongly.

In the third quarter of this year, the global smartphone market showed strong replacement demand, with several suppliers preparing inventory in advance across various channels before the busy sales period of the fourth quarter. Driven by these factors, global smartphone shipments experienced robust growth.

Maintaining the lead for the third consecutive quarter, its global market share reached 19%, thanks to the continued sales advantage of its Galaxy A series and the upgraded seventh-generation foldable product lineup.

Apple Inc.iPhone shipments increased by 4% year-on-year, achieving the strongest third-quarter sales performance in history. Due to the strong initial demand after the launch of the iPhone 17 series, Apple successfully captured an 18% share of the global market.

Another smooth quarter has arrived, with the market share reaching 14%.Transsion HoldingsVivo each held a 9% market share, and these five companies together constituted the top five suppliers for the quarter.

Global Smartphone Market Share Distribution

The demand for mobile phone consumption is rebounding.

Le Xuan Chiew, Research Manager at Omdia, stated: "As the market's instability at the beginning of this year gradually subsides, consumer demand for upgrading and replacing smartphones is recovering, thereby driving market growth. From the data of the top five suppliers, compared to the third quarter of last year, their businesses have all experienced growth."

The industry's largest-scale launch event received positive feedback because leading suppliers struck a reasonable balance between hardware and software. This season's hardware highlights—foldable phones, ultra-thin phones, vibrant colors, and rear display screens—captured attention. Compared to previous quarters, some suppliers have increased production targets as initial demand exceeded expectations.

Le Xuan Chiew pointed out that the resurgence of consumer demand highlights the importance of effective product categorization, and the iPhone 17 series stands out particularly in this regard.

In the third quarter of this year, the iPhone 17 base model upgraded its storage capacity while keeping the price unchanged, exceeding expectations in first-tier markets. The iPhone 17 Pro and Pro Max continued to attract consumers globally. Although the shipment volume of the iPhone Air remains low, its marketing performance is strong, serving as an important platform for Apple to test core technologies, which may lead to further developments. Lay the foundation for future device form innovation.

"Many suppliers took advantage of the off-season in the first half of 2025 to adjust inventory, optimize operations, and strategically optimize their market launch cycles, and now they are benefiting from the reinvigorated consumer demand," added Le Xuan Chiew.

“Transsion HoldingsThe company performed particularly well in this regard, achieving double-digit growth compared to the third quarter of last year, reaching the highest third-quarter sales ever. This growth was attributed to cautious inventory management at the beginning of the year, the recovery of demand in the Middle East and Africa, and the launch of updated model series such as Hot 60 and Smart 10 series.

However, concerns and uncertainties regarding the global economy continue to impact suppliers' strategic planning, forcing many to cautiously balance scale, profitability, and revenue targets.

"In the face of upcoming adverse factors, suppliers remain cautious, but short-term success will depend on the ability to clearly identify opportunities with effective market promotion and marketing strategies."

The pressure of competition and cost remains immense.

Runar Bjørhovde, a senior analyst at Omdia, stated: "The competitive pressure in the current market is very intense, and the profitability of many suppliers is facing significant challenges."

"The continuous rise in material costs is exacerbating the balance issue between competitive pricing and profit. Semiconductor products, including storage and memory, are under significant pressure (rising), as smartphone manufacturers are competing for capacity against the backdrop of rapid growth in data center and artificial intelligence investments."

The fact is that competitive pressure and brand management costs cannot be alleviated in the short term, so major smartphone suppliers must seize more opportunities to increase revenue and enhance their competitiveness in the market. Subscription services, accessories, bundled products, and add-on sales within the ecosystem have all become key focus areas for strengthening consumer propositions and planning profitable paths.

Omdia points out that implementing the above strategies in emerging markets will be particularly challenging, as entry-level devices dominate these markets. In this context, offering financing options to avoid price wars can make the operating model more sustainable while maintaining device accessibility for consumers.