International Data Corporation (IDC) has released its latest Worldwide Smartphone Market Tracker, reporting that smartphone shipments increased by 2.6% year-over-year (YoY) to 322.7 million units in Q3 2025. Research analysts attribute this upward trend to innovative form factors and more affordable AI-enabled smartphones.
Samsung led the market with an 18.4% share, shipping around 57.7 million units, thanks to the strong performance of the Galaxy Z Fold 7 and Galaxy Z Flip 7, which outperformed all previous foldable models. Following Samsung is Apple, which had its “best results ever in a July quarter,” according to an IDC executive, shipping around 57 million units, close to Samsung, driven by strong demand for the iPhone 17 lineup.
Beyond the top two vendors, Xiaomi, Transsion, and vivo also recorded notable growth during the quarter, says the IDC report. Xiaomi, which ranked third globally, posted a 13.5% market share, shipping around 42.8 million units. Xiaomi’s growth consolidated its recovery in Europe and Latin America, leveraging its Redmi Note and Poco series.
Transsion, which includes the Infinix and Tecno brands, posted the highest YoY change in the table at 13.6%, thanks to rapid expansion across North and East Africa in the sub-$200 segment.
Looking ahead to the fourth and final quarter of the year, analysts believe the market will continue its growth momentum, driven by festive discounts and demand for the latest AI-enabled products.
Commenting on the growth, Nabila Popal, senior research director for Worldwide Client Devices, IDC, said,
The smartphone industry continues its upward trajectory, posting solid growth — a remarkable achievement given persistent economic uncertainty and tumultuous tariff dynamics. OEMs have mastered the art of innovation not only in hardware and software to entice upgrades but also in removing purchase friction. 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.
Francisco Jeronimo, vice president, Client Devices, IDC, said,
Despite economic uncertainty, the smartphone market showed resilience. Apple and Samsung posted strong results as their latest devices encouraged consumers to upgrade in the premium segment, while new, affordable AI-enabled smartphones also drove high upgrades in more affordable price categories.
Apple delivered its best results ever in a July quarter, while Samsung achieved its strongest July-quarter growth on record. Demand for Apple’s new iPhone 17 lineup was robust, with pre-orders surpassing those of the previous generation. At the same time, Samsung’s Galaxy Z Fold 7 and Galaxy Z Flip 7 outperformed all earlier foldable models, creating renewed momentum for the foldables segment.