Apple Had Best Q3 Ever, But Samsung Keeps the Crown: Omdia

Omdia’s Q3 2025 global smartphone market report brings some notable insights. According to the research firm, the global smartphone market grew 3% year-on-year in Q3 2025, driven by “strong replacement demand” and phone makers stocking up inventories ahead of the crucial fourth quarter.

What’s really interesting is that Apple recorded its strongest third quarter ever, according to Omdia’s Q3 2025 report. Despite this impressive performance, it still couldn’t overtake Samsung, which continues to dominate the global smartphone market with a 19% share.

Apple hits 18% market share, closing in on Samsung’s 19%

The gap, however, is slowly closing, as Apple managed to capture 18% of the market. A feat largely fueled by strong sales of the iPhone 17 series and its popularity across multiple regions. Other brands that secured spots in the top five for market share include Xiaomi, Transsion, and Vivo, accounting for 14%, 9%, and 9% of the market, respectively.

“Recovering consumer demand to both upgrade and replace smartphones is boosting the market following a disruptive start to the year, as reflected by all of the top five vendors growing compared to 3Q24” noted Le Xuan Chiew, Research Manager at Omdia. “This season’s hardware standouts – foldables, slim phones, bold colors, and back-cover displays – have captured people’s attention. Compared to previous quarters, several vendors have increased their production targets as the initial demand delivered beyond expectations.”

While Apple had its strongest third quarter ever, Samsung stayed on top of the global smartphone market. The Galaxy A series continues to sell strong, and the new foldables — the Galaxy Z Fold 7, Flip 7, and Flip 7 FE — have kept people excited. Check out our Galaxy Z Flip 7 review, and Galaxy Z Flip 7 FE review.

Omdia notes that Samsung has held the number-one spot for three quarters in a row, thanks to the steady performance of the Galaxy A series and the updated 7th-generation foldables. Even with Apple closing the gap, Samsung’s mix of reliable mid-range phones and innovative foldables has kept it in the lead.