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Global smartphone shipments rose 2.6% year-on-year in the third quarter of 2025, marking a continued rebound in the mobile market as consumers flocked to premium and AI-enabled devices, according to preliminary estimates released Monday by the International Data Corporation (IDC).
The findings signal that demand for smartphones has remained robust despite economic uncertainty, fluctuating tariffs, and slower recovery in emerging markets. Analysts attributed the growth to the strong appeal of advanced features, trade-in incentives, and flexible pricing plans that make upgrading more affordable.
“The smartphone industry continues its upward trajectory, posting solid growth — a remarkable achievement given persistent economic uncertainty and tumultuous tariff dynamics,” said Nabila Popal, Senior Research Director for Worldwide Client Devices at IDC.
According to the report, global shipments reached 322.7 million units during the July–September period. Samsung retained its position as the world’s largest smartphone vendor, shipping 61.4 million units, while Apple followed closely with 58.6 million units, achieving nearly 3% growth from a year earlier.
Both companies posted record-breaking third-quarter results. Samsung recorded its strongest September-quarter growth on record, while Apple delivered its best-ever performance for a three-month period ending in September, IDC said.
Demand for Apple’s new iPhone 17 series proved particularly strong, with pre-orders surpassing those of the previous generation. Meanwhile, Samsung’s Galaxy Z Fold 7 and Z Flip 7 helped reignite enthusiasm for foldable devices, with both models outperforming their predecessors.
“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,” said Francisco Jeronimo, Vice President for Client Devices at IDC.
Beyond Apple and Samsung, analysts noted that AI capabilities and next-generation camera and display technologies are reshaping consumer expectations in the smartphone market. Premium devices now account for a growing share of global shipments, particularly in mature markets such as the U.S., Western Europe, and parts of Asia.
Looking ahead, IDC said it remains optimistic about year-end performance, projecting continued growth through the holiday season. The research firm expects aggressive promotions, expanding on-device AI capabilities, and continued innovation to sustain demand into early 2026.
With the industry showing renewed vitality after several quarters of stagnation, analysts say the smartphone market may be entering a new cycle of premium-led growth, fueled by AI integration and increasingly personalized device ecosystems.
The findings signal that demand for smartphones has remained robust despite economic uncertainty, fluctuating tariffs, and slower recovery in emerging markets. Analysts attributed the growth to the strong appeal of advanced features, trade-in incentives, and flexible pricing plans that make upgrading more affordable.
“The smartphone industry continues its upward trajectory, posting solid growth — a remarkable achievement given persistent economic uncertainty and tumultuous tariff dynamics,” said Nabila Popal, Senior Research Director for Worldwide Client Devices at IDC.
According to the report, global shipments reached 322.7 million units during the July–September period. Samsung retained its position as the world’s largest smartphone vendor, shipping 61.4 million units, while Apple followed closely with 58.6 million units, achieving nearly 3% growth from a year earlier.
Both companies posted record-breaking third-quarter results. Samsung recorded its strongest September-quarter growth on record, while Apple delivered its best-ever performance for a three-month period ending in September, IDC said.
Demand for Apple’s new iPhone 17 series proved particularly strong, with pre-orders surpassing those of the previous generation. Meanwhile, Samsung’s Galaxy Z Fold 7 and Z Flip 7 helped reignite enthusiasm for foldable devices, with both models outperforming their predecessors.
“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,” said Francisco Jeronimo, Vice President for Client Devices at IDC.
Beyond Apple and Samsung, analysts noted that AI capabilities and next-generation camera and display technologies are reshaping consumer expectations in the smartphone market. Premium devices now account for a growing share of global shipments, particularly in mature markets such as the U.S., Western Europe, and parts of Asia.
Looking ahead, IDC said it remains optimistic about year-end performance, projecting continued growth through the holiday season. The research firm expects aggressive promotions, expanding on-device AI capabilities, and continued innovation to sustain demand into early 2026.
With the industry showing renewed vitality after several quarters of stagnation, analysts say the smartphone market may be entering a new cycle of premium-led growth, fueled by AI integration and increasingly personalized device ecosystems.
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