Phone sales increase: Here are the new market leaders
Counterpoint Research has released global smartphone sales data for the third quarter of 2025. The market saw 2% annual growth for the first time in nine quarters. While Samsung maintained its leadership, the rise of Chinese brands was notable.
Smartphone Sales and Market Shares
Samsung again topped the list. The company maintained its leadership with a 20% market share. Strong sales of the Galaxy A series and the positive impact of the new S25 series played a significant role in this success.
Samsung’s closest rival, Apple, achieved a 17% market share. Despite the launch of the iPhone 17 series, Apple’s growth remained slower than its competitors. Analysts predict that the real impact of the new models will be seen in the fourth quarter.
Xiaomi came in third with a 14% share. Xiaomi achieved strong annual growth of 7%, particularly in markets such as India, Africa, and the Middle East. It was followed by Oppo with 9% and Vivo with 8%.
The report also highlighted the performance of other brands. Honor, in particular, achieved impressive annual growth of 27%. Transsion (Tecno, Itel, Infinix) and Huawei were also strong performers.
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