According to preliminary data from the International Data Corporation (IDC) Worldwide Quarterly Mobile Phone Tracker, global smartphone shipments reached 322.7 million units in the third quarter of 2025 (3Q25), marking a 2.6% year-over-year increase. The recovery of the global smartphone market continues, driven primarily by premium models and a new wave of affordable trade-in initiatives, AI-enabled devices. Consumers around the world are showing a renewed appetite for upgrades as manufacturers introduce innovative designs, enhanced features, and more accessible financing options.
Innovation meets financing flexibility
Nabila Popal, senior research director for Worldwide Client Devices at IDC, noted that the industry’s resilience is particularly noteworthy amid ongoing global economic uncertainty and fluctuating tariffs. “OEMs have mastered the art of innovation not only in hardware and software to entice upgrades but also in removing purchase friction,” she said. “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.”
Apple and Samsung dominate the premium space
IDC’s report highlights strong results for Apple and Samsung, both of which benefited from surging demand for their latest premium devices. Apple achieved its best-ever results for a July quarter, with the new Apple iPhone 17 lineup surpassing pre-orders of the previous generation. Samsung also reported record-breaking July-quarter growth, driven by the success of its Galaxy Z Fold 7 and Galaxy Z Flip 7 models. The growing popularity of foldable smartphones added fresh momentum to the premium segment, appealing to consumers seeking innovation and versatility.
Emerging brands record steady growth
Beyond the top two vendors, several Chinese and African brands made notable progress. Xiaomi consolidated its position in Europe and Latin America through its Redmi Note and Poco series. Transsion continued to expand its presence across North and East Africa, leveraging its strong distribution networks and competitive sub-€ 200 smartphone offerings. Vivo regained market share in key emerging markets thanks to refreshed midrange devices with AI-enhanced imaging and robust online promotions.
Positive outlook for Q4 2025
Anthony Scarsella, research director for Mobile Phones at IDC, remains optimistic about the near future. “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,” he said. IDC anticipates that this upward momentum will carry into the final quarter of the year, reinforcing confidence in the global smartphone industry’s recovery trajectory.
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