In the realm of global smartphone sales, Samsung has emerged victorious over Apple for the third consecutive quarter, despite the strong start of Apple's iPhone 17. This achievement is particularly impressive considering the expanded smartphone market in Q3 compared to the previous year and the recent launch of Apple's iPhone 17 series, which occurred too late in the quarter to shift the vendor hierarchy.
The Margin may be narrow, but the winner is undisputed
In a nod to the confusion surrounding the results of the previous year's smartphone sales, current data from the IDC and Omdia conclusively crown Samsung as the Q3 2025 champion, with a slight lead over Apple in market share. Samsung's 61.4 million units and Apple's 58.6 million units demonstrate growth for both companies compared to the previous year.
Despite the promising signs of growth in the smartphone market, Apple is poised to claim dominance in Q4 with its anticipated strong holiday sales, leveraging the success of the iPhone 17 series. While Samsung's Galaxy Z Fold 7 and Z Flip 7 have launched, Apple's iPhone 17 lineup is expected to drive Apple to the top spot in the next quarter.
Looking Beyond the Battle
Amidst the showdown between Samsung and Apple, the resurgence of the smartphone market is a critical takeaway. With a 2.6-3 percent expansion in Q3, industry growth signals a positive outlook for the upcoming holiday season. While Apple's iPhone 17 family will shine, other players like Xiaomi, Transsion, and Vivo are set to make significant contributions to the market's health.
