IDC and Counterpoint say premium kit is driving sales in both new and used markets

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 ...