Commenting on the market, Senior Analyst Shilpi Jain said, “Premium model demand in developed markets remained strong, while budget 5G devices gained traction in growth regions like India, parts of APAC and MEA. However, softness in China due to inventory clearance, and muted consumer confidence in Latin America kept the growth moderate. Japan maintained its momentum, recording 15% YoY growth driven by sustained demand for the iPhone 16 and iPhone 16e. Samsung’s premium Galaxy S25 models also gained strong traction in the market.

MEA recorded impressive shipment growth during the quarter at 14% YoY, driven by Samsung and Xiaomi’s strong performance, while Apple led the premium segment. The growth was driven by broad mid-tier portfolios, supported by back-to-school demand and pre-holiday inventory build-up.”

India’s smartphone shipments grew 9% YoY, driven by early festive season demand, improved consumer sentiment due to recent government relief measures, and strong adoption of premium and mid-range devices supported by aggressive discounts and channel promotions.

Global Smartphone Sell-in Shipment Share for Top 5 Brands (Preliminary)

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Commenting on OEM performance, Research Analyst Kamal Singh said, “Samsung continues to lead the market with 19% shipment share in Q3 2025 and a 6% YoY growth. The growth was mainly driven by Samsung’s Galaxy A series line-up. The recently launched Galaxy Z Fold7 delivered a strong performance in the market on early-adopter demand, aggressive promotions by carriers and continued consumer interest in the foldable form factor.

Apple’s global shipments increased by 9% YoY in Q3 2025, the fastest among the top five brands. The OEM saw strong growth in Japan, China, Western Europe and parts of APAC. The newly launched iPhone 17 series has been well received in the market, witnessing record-breaking pre-booking across regions.”

Xiaomi kept the third spot with 14% shipment share and a 2% YoY growth. The brand has been gaining share in Southeast Asia, MEA and Latin America, particularly within the budget and mid-tier segments, driven by carrier partnerships, promotions and the strengthening of both offline and online channels.

OPPO and vivo held fourth and fifth positions, respectively, in the global smartphone market during the quarter. OPPO’s modest growth was driven by strong performance in the Southeast Asia and MEA markets with its affordable 5G models, while its sub-brand OnePlus re-emerged in China and India. Meanwhile, vivo gained solid traction in India and Southeast Asia, while continuing to expand its presence across the MEA.

Outside the top five brands, Google recorded a strong 18% YoY growth in shipments. Its Pixel 9 series has done well in the market, while its AI integration and geographical expansion are also driving growth.

About Counterpoint Research

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