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3 weeks ago
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Premium devices are what smartphone buyers want right now, and it seems that applies equally to the latest devices and second-hand models destined for emerging markets.
The latest data on global smartphone shipments from IDC indicates that the top-of-the-line segment is helping the market expand, with consumers drawn to kit including foldables as well as more affordable AI-enabled devices.
The "premiumization" trend is also extending to emerging pre-owned markets, which are seeing increasing demand for newer, high-quality iPhones and other top-grade refurbished devices, according to Counterpoint Research.
Growth in new smartphone shipments appears to still be relatively modest, up 2.6 percent in Q3 2025 to 322.7 million units globally, according to IDC, while Samsung and Apple dominate the rankings.
"Apple and Samsung posted strong results as their latest devices encouraged consumers to upgrade in the premium segment," said IDC vice president of client devices Francisco Jeronimo.
"Apple delivered its best results ever in a July quarter, while Samsung achieved its strongest July-quarter growth on record. Demand for Apple's new iPhone 17 lineup was robust, with pre-orders surpassing those of the previous generation. At the same time, Samsung's Galaxy Z Fold 7 and Galaxy Z Flip 7 outperformed all earlier foldable models, creating renewed momentum for the foldables segment."
For those interested, the figures are 61.4 million devices shipped by Samsung, an increase of 6.3 percent over the same period last year, while Apple hit 58.6 million units, an increase of 2.9 percent.
Yet the most impressive growth was from Chinese brand Transsion, which managed a 13.6 percent increase in units shipped since last year. This brought it up to 29.2 million, still some way behind third-place Xiaomi on 43.5 million, never mind Apple and Samsung.
When it comes to pre-owned kit, Africa's market for these devices grew 6 percent in the first half of 2025, with the big-name brands and their flagship models also doing well, perhaps unsurprisingly.
This is in contrast to more established second-hand smartphone markets like Europe, the US, and Japan, where there was only a modest increase averaging about 1 percent growth.
In Africa, used Apple devices are up 7 percent on last year's sales, driven by collaboration between the company itself and premium resellers, and a rising preference for relatively newer models such as the iPhone 13 and later, Counterpoint says.
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Pre-owned Samsung gear is also popular, with sales up 4 percent thanks to aggressive trade-in promotions offering up to 50 percent off on the Galaxy S and Z series devices.
Elsewhere, Southeast Asia's used smartphone market expanded by 5 percent, fueled by a steady inflow of used devices and components from China. Apple is the leading brand, with the iPhone 12 and 13 as the top models changing hands.
India also saw growth of about 5 percent in the pre-owned mobile trade, with steady demand for Samsung's Galaxy S22 and S23 devices, but also rising consumer preference for premium models like the iPhone 13 and 14 series.
Counterpoint says the sluggish growth in places such as Europe, the US, and Japan is due to limited supply and declining export flows with emerging markets.
The Register reported earlier this year that less than a third of European consumers trade in or sell their old phones, restricting the availability of used devices.
In America, meanwhile, the market sentiment is described as "volatile." Retailers and OEMs have been maintaining high inventories of spare parts in anticipation of potential policy shifts, possibly reflecting uncertainty linked to President Trump's shifting tariff policies. However, operators, OEMs, and retailers continue to strengthen buy-back programs, according to Counterpoint. ®
