Overview:This report is part of a series of reports which track the mobile handset market: Smartphone and Feature Phone shipments every quarter for more than 140 brands covering more than 97% of the total device shipments in the industry.

The deliverable includes       

• Single pivot format giving in-depth analysis of global markets
• 140+ brands now in comparison to 95 brands earlier
• Break out of three key countries in each region to give a further granular view of the regions
• 18 countries view as compared to six earlier
• More visuals and analysis by country and by regions

To quickly summarize:

• The Global smartphone shipments kept growing in third-quarter as well registering 4% YoY in Q3 2025. While the mature markets like North America, Europe remained stable, Middle East & Africa (MEA) and Asia Pacific region led the growth driven by premiumization, festive demand and 5G upgrades.
• Asia-Pacific region outperformed the expectations due to economic improvements, government stimulus and normalization after trade deals in beginning of quarter.
• Latin America and Europe remained stable and grew slightly during the quarter (1% YoY). Europe growth slowed down due to decline in Russia as its facing high inflation while CALA performance was affected due to weak demand in Brazil and Mexico.
• The Middle East & Africa region was the fastest growing region with 16% YoY rise in shipments driven by rebounding consumer sentiment, less than expected tariff impact, economic growth, slowing inflation, appreciating domestic currencies vs USD and aggressive brands' expansion (Honor, vivo, Samsung, Apple, Motorola).
• Samsung led the global smartphone market with 19% share, growing 6% YoY in Q3 2025 driven by strong flagship growth across regions,
  both Z and S series; A series also performing well.
• Apple took the second spot with 18% market share in Q3 2025, posting 9% YoY growth. The newly launched iPhone 17
  series has been well received in the market, witnessing record-breaking pre-booking across regions.