With premium phones and foldables in demand, Samsung leads volume while Apple tops revenue in a $112B quarter
Global Smartphone Revenue Hits All-Time High
The global smartphone market soared to a record-breaking $112 billion in Q3 2025, marking a 5% year-over-year (YoY) growth, according to Counterpoint Research. The sharp rise was fueled by robust sales from Samsung, Apple, and major Chinese vendors — showcasing the continued resilience of the premium smartphone segment, even in the face of global economic pressures.
Samsung Takes the Lead in Market Share
Samsung emerged as the top smartphone vendor globally in Q3 2025, capturing 19% of the market. The success of the Galaxy S25 series and new foldable models significantly contributed to this lead.
- Samsung’s revenue grew 9% YoY, backed by a 3% rise in Average Selling Price (ASP).
- The company’s premium lineup expansion helped push ASPs higher, reflecting a broader shift toward premiumization.
Apple Dominates Revenue with High ASP
While Samsung led in volume, Apple captured 43% of total smartphone revenue, despite ranking second in overall shipments.
- Apple achieved 6% YoY revenue growth, reaffirming its dominance in the high-end market.
- The brand’s strong ASP performance, bolstered by premium iPhones and upgrade incentives, kept its margins robust.
ASP Reaches a New Record
The global Average Selling Price (ASP) for smartphones climbed to $351, the highest-ever Q3 figure. This ASP growth outpaced shipment volume increases, signaling a consumer shift toward higher-priced devices.
- Shipments rose by 4% YoY to 320 million units, showing moderate volume recovery.
- Value growth, however, continues to outperform volume, reflecting a focus on premium experiences and features.
Why Premiumization Is Driving Growth
According to Shilpi Jain, Senior Analyst at Counterpoint, consumers in both mature and emerging markets are opting for more expensive phones.
- Factors like trade-in offers, easy financing, and bundle deals are lowering the upgrade barrier.
- As a result, more users are moving up to flagship models or foldables, helping brands maintain revenue growth even with flat shipment trends.
What’s Next: Continued Growth Forecast for 2025
Looking ahead, Counterpoint forecasts gradual growth in smartphone ASP and revenue through the rest of 2025.
- The foldable phone category is expected to expand further, and the trend of premium upgrades will likely continue.
- Brands that innovate in camera tech, design, and user experience — like Samsung and Apple — are poised to lead.
Global smartphone revenue hit $112B in Q3 2025, with Samsung leading market share and Apple dominating revenue. The rise in ASP to a record $351 shows strong demand for premium devices. Samsung’s Galaxy S25 and foldables led its growth, and the trend is expected to continue into 2026.
