The global smartphone market has regained momentum after a challenging year, with the latest data from the International Data Corporation (IDC) showing that shipments grew 2.6% year-on-year in the July–September 2025 quarter. This growth, while modest, marks a significant recovery fueled by strong demand for AI-powered devices and foldable smartphones, especially from industry giants Apple and Samsung.

Smartphone sales rise as Apple and Samsung see record demand for AI and foldables smartphones

This renewed consumer enthusiasm suggests that innovation, particularly in artificial intelligence and flexible screen technology, is redefining the way people choose their next smartphone.

AI and Foldables Drive the Comeback

According to IDC’s quarterly report, global smartphone shipments reached nearly 310 million units in the third quarter of 2025. The growth was primarily driven by the increasing popularity of AI-enabled smartphones, which offer advanced features such as on-device intelligence, real-time translation, and personalized user experiences.

Foldable phones, once considered a niche product, are now becoming mainstream. Samsung, Huawei, and Motorola have all seen double-digit growth in their foldable portfolios, with Samsung continuing to dominate this category thanks to its Galaxy Z series.

Apple, on the other hand, saw a significant surge in demand following the release of its AI-powered iPhone 16 lineup, which integrates the company’s Apple Intelligence system. Features such as smarter Siri, generative photo editing, and enhanced privacy controls have resonated strongly with consumers seeking both innovation and reliability.

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Apple and Samsung Dominate the Premium Segment

The IDC report highlights that Apple and Samsung together control nearly 40% of global smartphone shipments, reaffirming their dominance in the premium smartphone segment.

Apple’s latest lineup — powered by the A18 Pro chip — saw record-breaking sales in the U.S., China, and India. The company’s strategy to integrate AI across its ecosystem has paid off, especially among younger consumers who increasingly use AI tools for creativity, communication, and productivity.

Samsung, meanwhile, continues to lead the Android market. Its Galaxy Z Fold6 and Galaxy Z Flip6 models, launched earlier this year, have been particularly successful. IDC analysts note that Samsung’s focus on refining durability, display technology, and multitasking capabilities has finally made foldables appealing beyond early adopters.

AI as the New Differentiator

AI integration has become the key selling point across brands. Whether it’s Google’s Pixel 9, Xiaomi’s HyperOS, or Oppo’s AI Camera Suite, manufacturers are competing to deliver smarter, faster, and more personalized experiences.

AI is now being used to optimize battery usage, improve photography, enable voice-based actions, and even suggest content based on user behavior. The new generation of AI smartphones is also emphasizing on-device processing, which allows for faster performance and greater data privacy.

Experts believe that the shift toward AI-first design will define the next era of smartphone innovation. According to IDC’s research director, “AI is no longer a gimmick — it’s becoming the core of smartphone evolution. The brands that best integrate AI seamlessly into user experience will lead the next wave of growth.”

Foldables Move Beyond the Hype

While AI takes center stage, foldable phones have also become a major growth engine for the industry. Once limited to tech enthusiasts, foldables are now seeing broader adoption thanks to improved designs and lower prices.

Samsung remains the clear leader in this space, but Chinese brands like Honor, Vivo, and Oppo are catching up fast, offering competitive foldables at more affordable prices.

IDC’s report mentions that foldable shipments grew 18% year-on-year, marking the category’s fastest expansion yet. Analysts predict that by 2027, foldables could make up nearly 10% of all global smartphone shipments, signaling a permanent shift in how consumers perceive form factor innovation.

Regional Insights: Asia Leads the Way

Asia continues to be the largest and fastest-growing market for smartphones, with India and China playing a key role in the global rebound.

In India, premium smartphones — priced above ₹50,000 — saw their highest-ever market share, led by Apple and Samsung. IDC attributes this to rising disposable income, easy financing options, and strong festive season demand.

China, meanwhile, showed recovery after months of sluggish sales, thanks to strong demand for AI-driven models from Huawei and Honor. Huawei’s return to the 5G market with its Mate 70 Pro has significantly shaken up the competition, helping the brand reclaim its position among China’s top three smartphone makers.

Midrange Market Still Competitive

While the premium segment grabbed headlines, the midrange smartphone market remains fiercely competitive. Brands like Realme, Xiaomi, and OnePlus continued to capture consumers looking for performance and design without premium pricing.

IDC notes that consumers in emerging markets are showing a preference for devices with longer battery life, faster charging, and AI-enhanced cameras, even in the mid-tier segment.

Interestingly, brands are using AI features as a selling point even for budget-friendly models, further democratizing access to cutting-edge technology.

Supply Chain Recovery Boosts Confidence

After several years of disruptions due to the pandemic and chip shortages, the smartphone supply chain has largely stabilized. Component availability has improved, and manufacturers are now able to manage production more efficiently.

This stability has also allowed brands to invest in research and development, leading to faster iteration cycles and more innovation across price points. According to IDC, 2025 could see one of the strongest product pipelines in years, especially with AI, foldable, and sustainable smartphones all advancing simultaneously.

Challenges Ahead

Despite the optimism, challenges remain. Inflation and currency fluctuations continue to impact purchasing power in developing markets. Additionally, as AI and foldable technologies increase in complexity, manufacturing costs are rising — putting pressure on brands to maintain competitive pricing.

Environmental concerns are also growing. Consumers and regulators alike are demanding more sustainable practices, from recyclable materials to longer software support. Several manufacturers, including Apple and Samsung, have pledged to reduce carbon emissions and improve repairability in future devices.

The Road Ahead: A Smarter, More Flexible Future

The smartphone market is clearly entering a new phase — one where intelligence, innovation, and interactivity are key. The combination of AI-driven experiences and foldable designs is redefining not just what a smartphone can do, but how people use it in daily life.

Analysts expect this momentum to continue into 2026, with global shipments projected to rise another 3–4%, driven by product launches and stronger replacement cycles.

In the long term, the convergence of AI, foldable technology, and sustainability will determine which brands remain leaders in an increasingly competitive industry.

As IDC summarizes in its report:

“The smartphone is no longer just a communication tool — it’s becoming a personal companion powered by intelligence and design innovation.”

And as Apple and Samsung continue to push the boundaries of what’s possible, the next generation of smartphones may be the smartest — and most versatile — devices the world has ever seen.

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