Samsung remains the world’s number one smartphone brand in Q3 2025, ahead of Apple and Xiaomi
Despite the highly anticipated launch of the iPhone 17, Samsung remains the world’s number one smartphone brand for the period from July to September 2025.
According to the latest preliminary reports from IDC, the South Korean giant maintains a slight lead over Apple, confirming its dominance over the first three quarters of the year.
A Narrow Margin, But Sufficient
IDC estimates that Samsung holds 18.4% of the market share, compared to 18% for Apple, amounting to approximately 57.7 million units shipped by Samsung, against 57 million for its Californian rival.
This is a slim margin, but a significant one, especially since the global market has started to recover, experiencing a 2.6% year-on-year growth to reach 322.7 million smartphones delivered in the third quarter of 2025.
Omdia reports a similar increase (around +3%), confirming the return of momentum after two relatively stable quarters. “The smartphone sector is experiencing a strong resurgence despite economic uncertainties,” says Nabila Popal, research director at IDC.
Success Factors: Innovation And New Formats
Samsung’s performance largely hinges on the strong reception of the Galaxy Z Fold 7 and Z Flip 7, heralded as the best foldable phones the brand has ever launched.
These models have successfully attracted a broader audience thanks to:
more robust hinges,
better software optimization,
and a more aggressive pricing policy.
At the same time, Apple recorded its highest third-quarter performance ever, driven by strong pre-orders of the iPhone 17, although their launch occurred too late in the quarter to change the trend.
Top 5 Global Smartphone Brands in Q3 2025 According to IDC
The market remains highly mature and concentrated, but some players like Transsion continue to stand out in emerging markets with their models priced under $200.
Apple Prepares for a Comeback in Q4
All analysts agree: Apple will reclaim the top position in the fourth quarter, as it does every year, boosted by the holiday season.
Early indicators show that the standard iPhone 17 is exceeding expectations due to:
- an increased storage capacity,
- and an unchanged price compared to the iPhone 16.
The iPhone 17 Pro and Pro Max are showing sales comparable to their predecessors, while the new iPhone Air is experiencing modest beginnings without being a failure against the discontinued 16 Plus.
A Revitalized Market
Beyond the Apple versus Samsung rivalry, the most encouraging figure is this: the global smartphone market is growing again after two years of stagnation.
The reasons: the rise of affordable AI-equipped smartphones, the diversification of foldable formats, and more flexible trade-in and financing programs, which have facilitated device upgrades. “Manufacturers have found the right formula: combining innovation, affordability, and smart financing options,” emphasizes Francisco Jeronimo, VP at IDC.
Samsung and Apple continue to vie for the top spot, quarter after quarter, without any significant upheaval. However, the overall trend is clear: the market is stabilizing, sales are making slight gains, and consumers are becoming more attentive to real innovation.
With the massive influx of smartphones with integrated AI and the opening of new segments (such as more affordable foldables), the industry appears to finally be emerging from the post-pandemic tunnel.
