Samsung retains top spot with 19% market share; Apple sees strong growth in Q3 2025

APPLE'S global smartphone shipments increased 9% year-on-year (YoY) A in Q3 2025, reaching an 18% market share the fastest growth among the top five brands, according to Counterpoint Research.

- RAKESH KUMAR @ New Delhi

However, South Korean tech giant Samsung retained the top position with a 19% shipment share and a 6% YoY growth during the same period. The iPhone maker witnessed strong growth in Japan, China, Western Europe, and parts of the Asia-Pacific (APAC) region. Its newly launched iPhone 17 series has been well received in the market, witnessing recordbreaking pre-bookings across regions.

Xiaomi maintained its third-place position with a 14% shipment share and a 2% YoY growth. The brand continued to gain market share in Southeast Asia, the Middle East and Africa (MEA), and Latin America, particularly within the budget and mid-tier segments. This growth was driven by carrier partnerships, promotional campaigns, and the strengthening of both offline and online retail channels.