Narrative: Global Smartphone Vendor and OS Share by Region: Q3 2025

Explore Q3 2025 smartphone market trends as global shipments rose 3% YoY, driven by strong demand in Africa and the Middle East, with Samsung and Apple leading the market.

Global smartphone shipments increased 3% year-over-year (YoY) in Q3 2025, marking the eighth consecutive quarter of annual growth. While the recovery trend continues, the growth rate has moderated, in line with expectations of a gradual stabilization following the strong rebound seen over the past two years. The Africa and Middle East region was the standout performer, recording double-digit shipment growth fueled by robust first-time consumer demand for affordable smartphones.

Europe and Asia Pacific posted modest growth. In contrast, the Americas region experienced a downturn, reflecting ongoing macroeconomic headwinds and market saturation. Samsung maintained its leadership in the global smartphone market, holding a 19% share. Apple ranked second with a 17% share, Xiaomi, vivo, and Transsion rounded out the top five, OPPO (including OnePlus), Honor, Lenovo-Motorola, Huawei, and Realme completed the top ten list for Q3 2025.