The global smartphone market is finally bouncing back after a sluggish start to 2025. According to the International Data Corporation (IDC), manufacturers shipped 322.7 million units between July and September, marking a major rebound driven by Apple and Samsung. Both companies now hold nearly identical shares of the global market.
Despite global economic uncertainty, aggressive trade-in deals, flexible payments, and appealing new features helped boost sales across major markets. Samsung led the quarter with 61.4 million units shipped, its strongest September performance ever. Apple followed closely with 58.6 million iPhones, up 3% year-over-year, setting its own record.
Features, Not AI, Drive the Upgrade Trend
IDC credits AI for the rise in smartphone sales, but analysts say otherwise. Consumers appear more interested in battery life, camera quality, and price than in AI-powered tools. While AI assists with tasks like message translation and photo cleanup, users see these as refinements rather than reasons to upgrade.
Apple’s iPhone 17 lineup and Samsung’s Galaxy Z Fold 7 and Flip 7 have captured most of the premium segment. The iPhone 17’s strong preorders in North America and Europe highlight buyers’ renewed enthusiasm for premium phones. Meanwhile, Samsung’s foldables continue to shape the growing niche market for flexible devices.
Regional Growth and Challenges Ahead
Analysts warn that the recovery remains fragile. China’s unpredictable economy could drag down global growth if demand weakens. However, India is emerging as a key player, both as a major manufacturing hub and as a market for affordable premium devices with lighter AI integration.
IDC predicts steady momentum through the end of 2025, with the holiday season expected to deliver the first full-year smartphone growth since 2021. If Apple and Samsung maintain their pace, their strong sales could solidify a lasting recovery in the industry.
