Omdia’s Smartphone Brands Q3 2025: Samsung Leads

Ohana Magazine – Samsung once again proved its dominance in the smartphone industry during Q3 2025, according to Omdia’s latest report. The company shipped 60.6 million units, capturing a 19% market share, a 6% increase compared to the same period last year. This growth was fueled by strong demand for the Galaxy Z Fold 7, Z Flip 7, and budget-friendly models Galaxy A07 and A17. Samsung’s strategy of combining innovation with affordability continues to pay off. The brand’s foldable lineup defines the premium market, while its A-series dominates the midrange segment. With consistent design upgrades and solid ecosystem integration, Samsung remains the industry standard for quality and innovation. Its ability to serve both high-end and budget users keeps the brand ahead of global competitors.

Apple Holds a Firm Second Place

Apple maintained its strong position as the second-largest smartphone vendor in Q3 2025. The company shipped 56.6 million units, securing an 18% market share a 4% increase year-on-year. Much of this success comes from the iPhone 17 lineup. The base model, offering more storage at the same price, received positive responses from users worldwide. Meanwhile, the iPhone 17 Pro and Pro Max saw significant sales growth in emerging markets, especially India. Apple’s focus on performance, camera innovation, and seamless ecosystem integration continues to attract loyal customers. Even as competition intensifies, the company’s brand strength and reputation for reliability make it a consistent top performer in the global smartphone market.

Xiaomi Holds Steady in Third

Xiaomi secured the third position, shipping 43.4 million units and holding a 14% market share up 1% year-on-year. Known for delivering high performance at competitive prices, Xiaomi continues to attract a global audience. Its Redmi and Poco series remain popular across Asia and Europe, while the flagship Xiaomi 15 series competes strongly in the premium market. Xiaomi’s strategy focuses on innovation in AI-powered photography, fast charging, and battery efficiency. The company’s agility in adapting to market needs allows it to remain resilient even in a highly competitive environment. By balancing affordability and innovation, Xiaomi maintains its reputation as the top value-driven smartphone brand worldwide.

Transsion Records Impressive Growth

The most remarkable performance in Q3 2025 came from Transsion Holdings, the parent company of Tecno, Infinix, and Itel. Transsion ranked fourth globally with 28.6 million units shipped, capturing a 9% share and posting a 12% growth rate the highest among the top five. Its success stems from a deep understanding of emerging markets, particularly in Africa, South Asia, and the Middle East. By focusing on affordability and local user preferences, Transsion’s brands have built strong loyalty. Features like optimized cameras for darker skin tones and long battery life have made their devices highly appealing. As global smartphone prices rise, Transsion’s ability to offer reliable, feature-rich phones at lower prices sets it apart from competitors and cements its role as a rising global player.

Vivo Returns to the Global Top Five

Rounding out the top five, Vivo reclaimed its position with 28.5 million units shipped and a 9% global market share, marking a 5% year-on-year increase. The brand’s success came largely from strong performance in Asia-Pacific, Africa, and Latin America. Vivo’s emphasis on sleek design, camera performance, and fast-charging innovation resonates with younger consumers. Its focus on AI-enhanced imaging and display technology has strengthened its appeal in the midrange segment. The company’s steady recovery after years of intense competition shows how consistent innovation and attention to user experience can revive brand momentum. Vivo’s return to the top five demonstrates its adaptability and renewed focus on emerging markets.

Global Smartphone Market Shows Modest Growth

Overall, Omdia reported that global smartphone shipments reached 320.1 million units in Q3 2025, up 3% year-on-year. Growth was strongest in Asia-Pacific, the Middle East, and Africa, where consumer demand remains resilient. Interestingly, Omdia noted that the recovery was driven by two extremes phones priced under USD 100 (around IDR 1.6 million) and above USD 700 (around IDR 11.3 million). Budget phones dominated emerging markets, while flagship models flourished in developed regions. This “dual market growth” highlights how consumer needs are diverging globally. Despite inflation and market saturation in some regions, the smartphone industry continues to evolve. With leaders like Samsung, Apple, and Transsion driving innovation, the global market enters 2026 with renewed optimism and diverse growth opportunities.