In the third quarter of 2025, the global smartphone market witnessed a 4% year-on-year (YoY) uptick in shipments. This growth was predominantly fueled by robust demand in the Asia-Pacific region, as well as in the Middle East and Africa. Specifically, the Middle East and Africa regions saw a remarkable 14% YoY surge in shipments, with Samsung and Xiaomi emerging as standout performers in these locales.

The Indian market also contributed to the overall growth, with shipments climbing 9% YoY. This increase was largely attributed to heightened demand during the festival season, coupled with government relief initiatives and extensive promotional campaigns.

When it comes to brand performance, Samsung secured a 19% share of the total shipments, marking a 6% YoY increase. Apple, on the other hand, experienced a 9% YoY growth in shipments, which was the fastest among the top five brands. Xiaomi secured the third spot with a 14% share of shipments, posting a 2% YoY growth rate. OPPO and vivo claimed the fourth and fifth positions, respectively. OPPO made significant strides in the Southeast Asian, Middle East, and African markets. Meanwhile, vivo showcased a strong presence in India, Southeast Asia, and the Middle East and Africa regions.