Omdia: Global smartphone market grows 3% in Q3 2025, led by emerging economies

Core Insights - The global smartphone market experienced a 3% year-on-year increase in shipments, totaling 320.1 million units in Q3 2025, indicating a recovery from earlier challenges in the year [1][2]. Market Performance - The first half of 2025 faced challenges such as U.S. tariff policy changes and cautious retail sentiment, leading to flat market volume compared to the previous year. However, Q3 saw vendors capitalize on channel opportunities and adjust inventory, resulting in growth [2]. - Major vendors like Samsung, Apple, Transsion, and Lenovo each shipped over two million additional units year-on-year, contributing to the market's recovery [2]. Vendor Highlights - Samsung led the market with 60.6 million units shipped, a 6% increase YoY, driven by strong sales of its premium Galaxy Z Fold7/Flip7 models and the Galaxy A series [4]. - Apple shipped 56.5 million units, up 4% YoY, with the iPhone 17 exceeding launch expectations and strong demand from emerging markets like India [6]. - Xiaomi maintained a mild growth of 1% with 43.4 million units shipped, while Transsion saw a 12% increase in shipments, moving to fourth place [7]. Regional Performance - North America and Greater China saw declines in shipments, while Asia-Pacific, the Middle East, and Africa recorded strong growth, particularly Africa with a 25% YoY increase [8][9]. - Asia-Pacific achieved a 5% YoY increase, marking the highest quarterly volume since Q4 2021 [9]. Market Outlook - The smartphone market is experiencing polarized growth, with low-end and premium segments expanding, while the mid-range segment remains weak. The ultra-low-end (below $100) and high-end (above $700) segments are driving overall volume growth [10]. - Recent component shortages and rising costs pose challenges for the industry, potentially leading to higher pricing for new products [10][11].