Aggressive trade-in strategies boost Apple and Samsung global sales

The global smartphone market posted its second consecutive quarter of growth, with shipments rising 2.6 per cent year-on-year to 322.7 million units in Q3 2025, according to research firm IDC. 

The recovery was led almost entirely by Apple and Samsung. Analysts say both manufacturers have mastered the art of driving upgrades by combining hardware innovation with creative financing and trade-in schemes.

“OEMs have combined cutting-edge devices with innovative financing models and aggressive trade-in programs that make upgrading a ‘no-brainer’ for consumers,” said Nabila Popal, senior research director at IDC. 

“The accelerated demand for the latest AI products is expected to lead to a strong finish for 2025,” added Anthony Scarsella, research director for mobile phones at IDC. “Apple and Samsung remain firmly in control of the upgrade cycle.”

Apple delivered its best-ever July quarter, fuelled by strong demand for the new iPhone 17 series, while Samsung recorded record July-quarter growth thanks to its Galaxy Z Fold 7 and Z Flip 7 devices, tthe strongest performance yet for its foldables range.

“Despite economic uncertainty, the smartphone market showed resilience,” said Francisco Jeronimo, vice president for client devices at IDC. “Apple and Samsung performed exceptionally well in the premium segment, while affordable AI-enabled smartphones spurred upgrades in more cost-conscious categories.”

The rest of the industry saw mixed fortunes. Xiaomi consolidated its recovery in Europe and Latin America through its Redmi and Poco ranges. Transsion continued rapid expansion in Africa’s sub-$200 segment. Vivo regained share in emerging markets thanks to refreshed mid-tier AI-powered models.

IDC expects the market’s momentum to continue into Q4, driven by sustained demand for AI-enabled smartphones and aggressive pricing from leading vendors.