The latest data from market research firm CounterPoint Research shows that global smartphone shipments grew 4% year-over-year in the third quarter of 2025, ending a multi-quarter decline. This growth was primarily driven by strong performance in the Asia-Pacific (APAC) and Middle East and Africa (MEA) markets, with shipments in the MEA region surging 14% year-over-year, making it the fastest-growing region globally. Analysts point to Samsung and Xiaomi as the primary drivers of growth in the region, driven by their broad mid-range product portfolios, back-to-school demand, and pre-holiday inventory builds.
In India, smartphone shipments grew 9% year-over-year, primarily driven by early holiday season demand, improved consumer confidence driven by government relief measures, and the widespread availability of high-end and mid-range devices at significant discounts. Samsung maintained its global lead with a 19% market share, a 6% year-over-year increase, driven by its Galaxy A series. Apple, with a 9% year-over-year growth rate, was the fastest-growing brand among the top five. The iPhone 17 series received widespread acclaim in Japan, China, Western Europe, and parts of Asia-Pacific, with pre-orders reaching record highs.
Xiaomi maintained its third position with a 14% market share, a 2% year-over-year increase. Through partnerships with operators, promotional campaigns, and strengthened online and offline channels, Xiaomi continued to increase its market share in Southeast Asia, the Middle East and Africa, and Latin America. OPPO and vivo ranked fourth and fifth, respectively. OPPO maintained solid performance in Southeast Asia and the Middle East and Africa with its affordable 5G models, while vivo further expanded its presence in the Middle East and Africa through strong performance in India and Southeast Asia. Overall, the global smartphone market is showing signs of recovery, but the competitive landscape among brands in different regions remains significantly different.
