Apple sets a record with the iPhone 17.

Thanks to demand for the iPhone 17 series, Apple achieved its highest third-quarter performance ever. Photo: HWZ .

According to the latest report from analytics firm Omdia, the global smartphone market recorded 3% year-on-year growth in the third quarter of 2025, officially regaining momentum after several periods of volatility.

Notably, Omdia attributes this recovery to strong consumer demand for upgrades and manufacturers proactively stockpiling goods in distribution channels in preparation for the fourth quarter of 2025 – the peak shopping season.

Specifically, Samsung continued to maintain its global leading position for the third consecutive quarter with a 19% market share. Experts attribute this success to the impressive sales of the Galaxy A series and the upgrades to the Z Fold/Flip 7 foldable smartphone line.

Meanwhile, Apple reported a 4% increase in iPhone shipments compared to the same period last year, achieving its best third-quarter performance ever. This achievement was driven by early demand for the iPhone 17 series. Specifically, Apple now holds an 18% global market share.

Despite Apple setting a record, Samsung remains the global leader. Photo: Omdia.

Xiaomi maintained its third position with a stable 14% market share. The last two positions in the top 5 global manufacturers belong to Transsion and Vivo, each holding 9% market share.

“Consumer demand for phone upgrades is recovering, helping the market regain momentum after the volatility at the beginning of the year. All five leading manufacturers achieved year-on-year growth in shipments, clearly reflecting this trend,” said Zhou Lexuan, Research Director at Omdia.

New products launched this year from major brands have received positive feedback from the market. Hardware highlights such as foldable screens, ultra-thin designs, and rear secondary displays have successfully captured consumer attention.

In particular, Omdia points out that the iPhone 17 series has very impressive performance. The standard iPhone 17 version, while maintaining the same price, has upgraded memory configuration, far exceeding market expectations.

Transsion is a major Chinese smartphone manufacturer that owns familiar brands such as Infinix, Tecno, and Itel. Photo: Transsion.

However, macroeconomic instability continues to impact manufacturers' strategies, forcing them to carefully balance production volume, profit targets, and revenue.

Runar Bjorhovde, a senior analyst at Omdia, noted that fierce market competition is putting significant pressure on the profits of many manufacturers. He stated, "Rising component costs (BoMs) are narrowing the gap between competitive pricing and profitability."

Mr. Bjorhovde further emphasized that, due to the growth in investment in data centers and AI, semiconductor components such as memory chips are under immense pressure. This forces phone manufacturers to compete fiercely for supply.

Omdia concludes that competitive pressure and component costs are unlikely to ease anytime soon. Therefore, manufacturers need to seize opportunities to increase revenue and differentiate themselves through services such as subscriptions, accessories, bundled service packages, and value-added ecosystems.