The global smartphone market grew by 2.6% in the third quarter of the year, equivalent to 322.7 million units, according to preliminary data from IDC. The research firm traces the growth to upgrades to new premium phones and a growing interest in affordable AI-enabled models.

Apple and Samsung delivered the strongest results. Apple reported its best July quarter ever thanks in part to the new iPhone 17 series. Meanwhile, Samsung achieved record growth with its latest foldable models, the Galaxy Z Fold 7 and Z Flip 7.

Manufacturers like Xiaomi, Transsion, and Vivo also grew strongly. Xiaomi strengthened its position in Europe and Latin America with the successful Redmi Note and Poco series, while Transsion expanded rapidly in Africa thanks to low prices and efficient distribution. Vivo grew in several emerging markets with AI-enhanced cameras and aggressive online promotions.

“The increased demand for the latest AI-based products is expected to lead to a strong finish to 2025, driven by aggressive price promotions and robust product portfolios from leading vendors,” Anthony Scarsell, research director for Mobile Phones at IDC, said in a statement.