Omdia：2025年第三季度全球智能手机市场增长3%，新兴市场表现突出，传音实现双位数的高增长领先其他厂商

Core Insights - The global smartphone market showed signs of recovery in Q3 2025, with shipments reaching 320.1 million units, a 3% year-on-year increase after a stagnant first half of the year [2][3]. Market Performance - The smartphone market faced challenges in the first half of 2025, including uncertainties from U.S. tariff policy adjustments, supply chain restructuring, slowing retail traffic, and manufacturers actively reducing inventory, resulting in flat shipments compared to the previous year [2]. - Major manufacturers like Samsung, Apple, Transsion, and Lenovo saw their shipments increase by over 2 million units year-on-year, contributing to the overall market growth [2]. Manufacturer Highlights - Samsung maintained its leading position with shipments of 60.6 million units, a 6% increase, driven by strong sales of high-end models like Galaxy Z Fold7/Flip7 and mid-range Galaxy A07 and A17 [5]. - Apple shipped 56.5 million units, up 4%, preparing for the upcoming holiday season with strong demand for the redesigned iPhone 17 Pro and Pro Max, as well as growth in emerging markets like India [5]. - Xiaomi's shipments reached 43.4 million units, a modest 1% increase, with growth in regions outside China offsetting declines in the domestic market [5]. - Transsion rose to fourth place globally with a 12% year-on-year increase in shipments, benefiting from completed inventory adjustments [5]. - Vivo ranked fifth, showing strong performance in the Indian market and surpassing Huawei in market share in China [5]. Regional Performance - The North American and Greater China markets experienced year-on-year declines, while the Asia-Pacific, Middle East, and Africa regions recorded strong growth, contributing to the overall recovery of the global smartphone market in Q3 [8]. - Africa saw a significant 25% year-on-year increase in shipments, largely due to Transsion's increased market investment following inventory adjustments [8]. - The Asia-Pacific region achieved a 5% year-on-year growth, marking the highest quarterly level since Q4 2021 [8]. Market Outlook - The global smartphone market is exhibiting a polarized growth trend, with both low-end and high-end markets expanding, while the mid-range market remains weak [11]. - Despite the recovery in Q3, challenges such as component shortages and rising costs are expected to impact the industry, potentially leading to increased prices for new products and dampening demand in the low-end market [11]. - Manufacturers may adopt various strategies to address these challenges, including prioritizing high-margin models and enhancing supply chain bargaining power, with profitability remaining a primary goal for all manufacturers [11].