By smartphone revenue in the third quarter this year, Apple ranked No. 1, while by shipments, Samsung took the top spot.
Counterpoint Research said on the 7th that global smartphone revenue in the third quarter this year rose 5% from a year earlier to $112.0 billion (about 163.0608 trillion won), reaching a record high for a third quarter.
All of the top five smartphone brands — Apple, Samsung, Xiaomi, Oppo, and Vivo — saw year-over-year revenue growth in the third quarter.
Apple's third-quarter revenue this year grew 6% from a year earlier. Apple maintained the No. 1 position with a 43% market share by revenue. Samsung (17%) increased its third-quarter revenue 9% year over year to place second, followed by Xiaomi, Oppo, and Vivo, each with a 6% share. Xiaomi's third-quarter revenue rose 2% from a year earlier, Oppo's 1%, and Vivo's 12%.
Smartphone shipments in the third quarter this year totaled 320 million units, up 4% from a year earlier, showing modest growth. By shipments, Samsung kept the No. 1 spot in the third quarter this year with a 19% share, followed by Apple (17%), Xiaomi (14%), Vivo (9%), and Oppo (8%).
Samsung's average selling price (ASP) in the third quarter this year grew 3% from a year earlier. In particular, strong sales of the Galaxy S25 series and new foldables (Z Fold7, Flip7) expanded the share of premium products. Apple's iPhone 17 series is performing better than the previous iPhone 16 series. The base model, in particular, is seeing solid and even sales across all regions. In addition, the launch of the iPhone 16e expanded the product portfolio.
Xiaomi offset weakness in other regions as demand for mid- to high-end smartphones expanded in emerging markets such as Southeast Asia, the Middle East and Africa (MEA), and Latin America. OPPO recorded the highest average selling price (ASP) growth rate among the top five brands (up 3.4% year over year), with ASP calculated at $254, up 3.4% from a year earlier. Sales of the Reno 14 series drove shipment growth, and the expansion of the premium product portfolio improved ASP. Vivo saw a sharp increase in shipments in India, Southeast Asia, and the Middle East and Africa.
Shilpi Jain, a senior analyst at Counterpoint Research, said, "The global smartphone average selling price (ASP) was $351, a record high for a third quarter," and noted, "This reflects the impact of the global premiumization trend driven by a growing base of mature users upgrading to higher-priced devices."