Overview:

• Samsung maintained its leading position in the smartphone market, achieving 5% YoY growth in Q1–Q3 2025 compared with the same period last year. Both the Galaxy A series and Galaxy S series delivered solid performance, with sales volumes increasing by 6% and 14%, respectively.

• The Galaxy A series drove Samsung’s sales volume growth, supported by its highly competitive positioning in the sub-$300 segment, particularly in emerging markets.

• The Galaxy S series has experienced noticeable growth since the launch of the Galaxy S24 series, driven by the introduction of GenAI features, and this momentum has continued. Through these GenAI capabilities, Samsung has strengthened its brand image as a leading AI smartphone brand.

• Samsung’s two-track strategy, leveraging strong demand for both the Galaxy A series and the S & Z series, is expected to remain effective in 2026. Amid the current memory supply shortage, Samsung is expected to shift its budget portfolio toward the sub-$200 segment, while price increases for premium models may become unavoidable.

Number of Pages: 5

Published Date: December 2025

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