This is the latest data according to the Market Monitor market research report. Accordingly, the third quarter of 2025 saw global smartphone sales reach 112 billion USD, the highest level ever in the third quarter. Global smartphone sales also recorded modest growth of 4% over the same period last year, reaching 320 million units.
This growth also led to an all-time global average selling price (ASP) of $351 in the third quarter, driven by a continuous premium trend across regions driven by the increase in the group of adult users upgrading to more expensive devices.
Increasing incentives for exchanging old phones for new phones, increased sponsorship and attractive promotional packages have helped lower upgrade barriers, pushing the average selling price (ASP) of smartphones higher, especially in emerging markets.
Apple leads the market in revenue with 43% market share and 6% growth over the same period last year. Their iPhone 17 series launched in September 2025 has had good sales in many major markets, much better than the previous iPhone 16 series.
Samsung leads the global smartphone market in sales with 19,9% market share, achieving 9% year-on-year revenue growth and 3% year-on-year average selling price growth. This growth is driven by the growing diversity of the high-end price segment, as the Galaxy S25 series and the latest foldable phone line (Z Fold 7 and Flip 7) continue to outperform previous generations.
Xiaomi ranked third globally in sales with 14% market share, up 2% over the same period last year. The growing demand for mid-range and high-end smartphones in emerging markets such as Southeast Asia, the Middle East and Africa (MEA) and Latin America has offset the decline in other regions.
Oppo recorded the highest ASP growth among the top five original equipment manufacturers, reaching 3.4% over the same period last year, while revenue grew by 1%. The strong performance of the Reno 14 series has helped boost sales, while the expansion of the high-end product portfolio also contributed to driving ASP growth.
Vivo witnessed the fastest revenue growth among the top five brands at 12% over the same period last year, thanks to strong growth in factory sales in regions such as India, Southeast Asia and the Middle East as well as Africa.
According to experts, the global smartphone market is expected to see increased revenue and ASP growth in the last quarter of 2025, thanks to the trend of premiumization and expansion of smartphone application that may fold.
