Omdia’s latest research reveals that Apple achieved its strongest-ever third-quarter performance, driven by early demand for its iPhone 17 series. The global smartphone market grew by 3% during the quarter, marking a steady recovery across the industry.
Apple sees strong demand for iPhone 17 series
According to Omdia, Apple’s iPhone shipments rose by 4% year-on-year, allowing the company to secure an 18% global market share. The research firm attributed Apple’s success to what it called “effective portfolio segmentation.” This approach includes offering double the base storage on the standard iPhone 17 while keeping the same starting price as previous models. The redesigned iPhone 17 Pro models also continue to enjoy high demand from consumers seeking premium features.
The strong performance reflects Apple’s ability to balance innovation with consumer value, ensuring its flagship products appeal to both loyal customers and new users. Omdia noted that this strategy has helped Apple maintain growth momentum despite increasing competition from other major smartphone makers.
Samsung maintains its lead with strong mid-range and foldable sales
Samsung retained its position as the top global smartphone brand for the third consecutive quarter, capturing a 19% market share. The company’s success was primarily fuelled by consistent demand for its Galaxy A series and the growing popularity of its foldable smartphones.
Omdia’s data shows that Samsung continues to benefit from its diverse product range, which caters to both premium and budget-conscious segments. This broad appeal has helped the brand sustain its leadership amid shifting market dynamics and rising competition from Chinese manufacturers.
The top five global smartphone brands were completed by Xiaomi in third place with a 14% share, followed by Transsion and Vivo, each holding a 9% share. The rankings underline the continued dominance of Asian manufacturers in the global market, as they strengthen their presence in emerging regions such as Africa, South Asia, and Latin America.
Market outlook and future growth drivers
Beyond the high-profile phone launches in the third quarter, Omdia reported that global smartphone growth was also supported by strong replacement demand. Many consumers upgraded their devices, while vendors increased their inventories in preparation for a busy fourth quarter driven by holiday sales.
Looking ahead, Omdia believes that smartphone manufacturers will need to look beyond hardware sales to sustain growth. The research firm emphasised the importance of expanding into subscription services, accessories, product bundles, and broader ecosystem offerings. Such strategies, it said, will help brands differentiate themselves in an increasingly competitive market and unlock new revenue streams.
With Apple’s iPhone 17 series setting a strong precedent and Samsung maintaining a solid lead, the global smartphone industry appears poised for further growth as it heads into the year’s final quarter.
