The global smartphone market’s shipments grew 4% year-over-year (YoY) in the third quarter of 2025, driven by strong performance in the Asia-Pacific (APAC) and Middle East and Africa (MEA) regions, according to new data from Counterpoint Research.
Samsung led the market with a 19% share in shipments. Apple emerged as the fastest-growing brand in the top five with a 9% YoY shipment growth, driven by strong demand across regions, especially in the Middle East and APAC.Among emerging brands, Google’s shipments grew 18% YoY.
Apple saw strong growth in Japan, China, Western Europe and parts of APAC. The newly launched iPhone 17 series has been well received in the market, witnessing record-breaking pre-booking across regions, according to Counterpoint.
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