- Apple sets iPhone 17 launch event for Sept. 9: Apple officially announced a September 9 event to unveil the iPhone 17 lineup – expected to include an ultra-thin “iPhone 17 Air” model, alongside new Apple Watch and AirPods updates techcrunch.com. Rumors suggest the iPhone 17 will bring larger 120 Hz displays and camera upgrades, kicking off a bold three-year redesign plan (with a foldable iPhone tipped for 2026) techcrunch.com.
- Google’s Pixel 10 phones push AI over specs: Google’s new Pixel 10 series debuted emphasizing AI features over hardware flash bez-kabli.pl. The phones introduce an AI “photo coach” in the camera and a proactive assistant that surfaces info (like flight details during an airline call) unprompted bez-kabli.pl reuters.com. Despite modest hardware changes, Google held prices at $799 (base) and $1,799 (foldable) bez-kabli.pl, framing AI as the real selling point.
- Huawei readies triple-foldable Mate XTs: Chinese giant Huawei will launch its second-generation tri-fold smartphone – the Mate XTs – on September 4 in China phonearena.com. This ambitious device folds out into three panels, only the world’s second such phone, and is expected to be priced around ¥15,000 (~$2,100) – far less than its $3,500 predecessor phonearena.com. The timing has Huawei beating Apple’s iPhone 17 reveal by a few days, fueling buzz in the foldables race.
- Realme teases a 10,000 mAh battery monster: Up-and-coming brand Realme revealed an upcoming phone packing a massive 10,000 mAh battery and even a built-in cooling fan for extreme use dataconomy.com. The device’s back panel teaser confirms the unusual fan design. Full specs remain under wraps until Realme’s August 28 “828 Fan Festival” event, but the promise of multi-day battery life has tech watchers intrigued.
- Samsung Galaxy S25 FE leak reveals key specs: Samsung’s fan-favorite “FE” series is making a comeback. A retail site leak spilled images and specs for the unannounced Galaxy S25 FE, showing a 6.4-inch 120 Hz OLED display and a 50 MP main camera bez-kabli.pl. Surprisingly, the S25 FE may run on Samsung’s in-house Exynos 2400 chip – a shift after recent Galaxy flagships relied solely on Qualcomm silicon bez-kabli.pl. Leaked info points to up to 8GB RAM, 256GB storage and a 4,900 mAh battery with 45W fast charging bez-kabli.pl, at an expected price around €679 (~$780) bez-kabli.pl. Samsung hasn’t confirmed it yet, but multiple reports suggest an official launch by early Q4 2025.
- Android tightens security with developer ID rule: In a major policy move, Google announced that all Android app developers – even outside the Play Store – will be required to verify their identity starting in 2026 bez-kabli.pl. This “know your developer” push extends the Play Store’s verification (in place since 2023) to curb malware from anonymous sideloaded apps, which Google says carry 50× more malware risk than Play Store apps bez-kabli.pl. An early access program begins in Oct. 2025, with the rule rolling out in stages (hitting some markets by late 2026, globally by 2027) bez-kabli.pl. Android’s openness remains, but anonymous app distribution on certified devices will be phased out bez-kabli.pl.
- Smartphone market shows hints of recovery: New industry data suggest the global smartphone slump may be ending. IDC reports worldwide phone shipments grew ~1.4% year-on-year in Q2 2025 to 296.5 million units bez-kabli.pl – marking the 8th straight quarter of annual growth, a streak not seen since the early 2010s bez-kabli.pl. Market leader Samsung shipped ~58.0 million phones (up 7.9% YoY) and Apple ~48.0 million (up 5.0%), both gaining share bez-kabli.pl. Chinese vendors Xiaomi (~42.4M) and vivo (~26.3M) were flat, while Transsion (Tecno/Infinix) saw a slight dip bez-kabli.pl. Analysts say consumers are gravitating to premium models with novel designs and AI features, evidenced by stronger demand in mid/high-end segments bez-kabli.pl.
Major Launches & Announcements
- Google Pixel 10 Series – AI Takes Center Stage: Google’s Pixel 10 lineup, unveiled just before this news window, put heavy emphasis on AI-driven features. At the Made by Google event in New York, celebrity demos (Jimmy Fallon, Jonas Brothers) illustrated new capabilities like a camera AI “photo coach” that guides users to better shots, and an assistant that proactively pops up relevant info (e.g. surfacing your flight confirmation email when you call an airline) bez-kabli.pl reuters.com. Hardware upgrades were fairly modest compared to last year’s bold redesign – the base Pixel 10 even gained a telephoto lens to match the Pro models, but otherwise externals remain similar reuters.com. All models run the new Tensor G5 chip and introduce “Pixelsnap” magnetic wireless charging accessories (Google’s take on MagSafe) ts2.tech ts2.tech. Notably, Google held prices flat at $799 for the base Pixel 10 and $1,799 for the Pixel 10 Pro Fold, despite earlier tariff fears that some phones could see drastic price hikes bez-kabli.pl reuters.com. Google’s hardware chief Rick Osterloh declared “we’ve got the best models, we’ve got the best AI assistant… it’s not about just the hardware anymore” bez-kabli.pl reuters.com – underscoring the shift to AI as Pixels’ main selling point. Early reviews note many new Pixel features would run fine on last year’s devices, but Google’s aim is to broaden Pixel’s appeal beyond tech enthusiasts with useful AI tricks and marketing polish reuters.com reuters.com. (Pixel sales remain niche – just ~1% global market share – so Google is betting AI can give it an edge.)
- Apple Confirms Sept. 9 Launch Event: Apple officially sent out invites for a September 9 product event, setting the stage for the iPhone 17 debut techcrunch.com. The company is widely expected to unveil the iPhone 17 lineup (base, Pro, and Pro Max models) with notable upgrades. Rumors point to slightly larger screens (~6.3-inch for the base model) now jumping to a smooth 120 Hz refresh rate (finally matching the ProMotion displays of Pro iPhones) techcrunch.com. An ultra-thin “iPhone 17 Air” is anticipated as a new variant, potentially just ~5.5 mm thick – which would make it Apple’s thinnest iPhone ever – likely replacing the previous Plus model bez-kabli.pl techcrunch.com. Camera improvements (like a 24 MP front camera) and new colors (purple and green) have also been leaked techcrunch.com. Beyond iPhones, Apple’s Sept. 9 event should bring updates to Apple Watch and AirPods as well techcrunch.com. Perhaps more intriguing, Bloomberg reports this is the first of three years of major iPhone changes: 2025’s ultra-thin design, a foldable iPhone in 2026, and an all-curved glass design by 2027 bez-kabli.pl techcrunch.com. Apple being Apple, it’s rarely first to market with new form factors – but as analysts note, when it finally enters a category (like foldables), it often redefines the game theguardian.com. All eyes will be on whether the iPhone 17 lineup can reignite consumer excitement ahead of the critical holiday quarter.
- Huawei’s Triple-Folding Mate XTs Unveiled: Huawei is set to steal some spotlight in the foldable arena just before Apple’s event. On September 4 (five days before the iPhone launch), Huawei will introduce the Mate XTs, its second-generation triple-folding smartphone phonearena.com. Unlike typical single-hinge foldables, this tri-fold design uses multiple hinges to achieve a larger tablet-sized display when fully opened. Last year’s Mate XT was the world’s first tri-fold phone, debuting in China at a sky-high ¥25,000 (~$3,500). The new Mate XTs is rumored to be significantly more affordable – around ¥15,000 (≈$2,100) phonearena.com, closer to “normal” foldable phone pricing. It will launch in China first (as Huawei still faces U.S. sanctions limiting its global rollouts), with international availability likely in early 2026 phonearena.com. Huawei’s teaser hints at refinements over the first-gen model, and a leak suggests a slightly smaller outer display to improve ergonomics phonearena.com. The Mate XTs arrives amid a foldable frenzy in late 2025: Samsung just released its Galaxy Z Fold 7 and Flip 7 to strong sales, and Samsung is reportedly prepping its own tri-fold Galaxy device for later this year (possibly October) phonearena.com. While Huawei won’t sell the Mate XTs in the U.S. or Europe (no Google services on board, plus geopolitical hurdles), the device showcases China’s drive to innovate in form factors. With Apple’s foldable iPhone still a year away, Huawei aims to prove triple-hinge phones have a place – if they can solve durability and cost concerns.
- Realme’s 10,000 mAh Battery & Built-In Fan: In an era when most phones struggle to last more than a day, Realme is making a bold statement on battery life. The company teased an upcoming handset that packs at least a 10,000 mAh battery – roughly double the capacity of many flagships – and features a built-in cooling fan on its rear dataconomy.com. This unusual design choice, confirmed via an official teaser of the phone’s back panel, suggests Realme is targeting power users (like mobile gamers or outdoorsy types) who need marathon endurance and extra thermal management. The device will be fully unveiled on August 27 during Realme’s “828 Fan Festival,” and it’s unclear if multiple models will debut or just this battery behemoth dataconomy.com. Other specs (processor, cameras, etc.) remain under wraps. However, the inclusion of an active cooling fan – something typically seen in gaming phones or special editions – indicates the phone may push its chipset hard or support very fast charging that generates heat. The move reflects a broader trend of some manufacturers experimenting with ultra-high battery capacities (even 10,000+ mAh), challenging the notion that big batteries require unwieldy designs. If Realme can pull this off in a reasonably sized device, it could earn them bragging rights for the longest-lasting smartphone on the market. At the very least, the teaser has generated buzz among tech enthusiasts awaiting detailed specs and pricing.
(No major flagship phone was launched exactly on August 26–27, but several recent releases and upcoming reveals kept the mobile world buzzing. Google’s Pixel 10 event from earlier in the week continued to dominate headlines, smaller players like Realme grabbed attention with teasers, and Apple’s announcement of its Sept. 9 event set the stage for next month’s big reveals.)
Leaks & Rumors: Next-Gen Phones in the Pipeline
- Samsung Galaxy S25 FE – Specs Leak Ahead of Comeback: Samsung’s affordable “Fan Edition” series is returning, and leaks have painted a nearly complete picture of the Galaxy S25 FE. In late August, a UK retailer inadvertently posted official-looking images and specs for the unannounced phone bez-kabli.pl. The S25 FE will reportedly feature a 6.4-inch 120 Hz OLED display, a 50 MP main camera (likely the same sensor used in the flagship Galaxy S25), and possibly Samsung’s own Exynos 2400 chipset bez-kabli.pl. That last detail surprised observers – Samsung had used Qualcomm chips exclusively in recent S-series models, so an Exynos in the S25 FE signals a renewed confidence in its in-house silicon bez-kabli.pl. Leaked configurations show up to 8 GB RAM and 256 GB storage, plus a 4,900 mAh battery with 45 W fast charging bez-kabli.pl. Four color options (Black, Icy Blue, Navy, White) were listed. With an expected price around €679 (~$780) in Europe bez-kabli.pl, the S25 FE aims to deliver near-flagship performance at a lower price point – likely appealing to value-conscious fans. Samsung hasn’t officially acknowledged the device, but multiple sources peg the launch in the next month or two (early Q4 2025) bez-kabli.pl. Given the popularity of past FE models, anticipation is building for Samsung’s next “budget flagship.”
- Apple’s Foldable iPhone Plans Emerge: While Apple’s 2025 iPhone launch is imminent, the rumor mill is already looking ahead. Credible reports (via Bloomberg’s Mark Gurman) indicate Apple is secretly working on a foldable iPhone targeted for 2026 and an all-new curved-glass design in 2027 bez-kabli.pl bez-kabli.pl. In fact, this year’s ultra-thin iPhone 17 “Air” is said to be just the first step in a three-year overhaul of the iPhone. By 2026, Apple’s first foldable iPhone (possibly named “iPhone 18 Fold”) could arrive as a book-style foldable with a roughly 7.5–8 inch interior display bez-kabli.pl. Leaked details suggest Apple might opt for Touch ID (side-mounted) instead of Face ID on the foldable, include four cameras, and even drop the physical SIM card slot entirely bez-kabli.pl. Supply-chain analyst Ming-Chi Kuo believes Apple will use an advanced “in-cell” display technology and laser-drilled metal layers to achieve a near-invisible crease on the folding screen bez-kabli.pl – addressing one of the biggest complaints about current foldables. Looking further out, a 2027 iPhone design is rumored to embrace an all-curved glass form factor to complement a radically new “iOS 26” interface bez-kabli.pl. Of course, these plans could evolve, but insiders say Apple is determined to shake up the iPhone’s decade-old slab design. As one industry analyst put it: “The smartphone has become… a boring category.” Apple seems poised to answer that with ultra-thin profiles and bold foldables on the horizon.
- Pixel 10’s Satellite WhatsApp and Other Tidbits: Google managed to keep most Pixel 10 details under wraps until launch, but a few interesting bits leaked out afterward. One notable feature: the Pixel 10 series will be the first phones to support WhatsApp calling via satellite bez-kabli.pl. This means that in remote areas with no cellular coverage, Pixel 10 users could still make WhatsApp voice or video calls using emergency satellite connectivity (likely leveraging partnerships similar to Apple’s Emergency SOS via satellite). It’s an expansion of satellite features beyond basic SOS messaging. Separately, Google announced it will start selling Pixel phones in Mexico for the first time reuters.com, expanding its limited market presence – a move analysts have long urged to boost Pixel’s tiny market share reuters.com. Meanwhile, other Android OEMs were relatively quiet in this late-August news cycle. OnePlus, Xiaomi, and others have bigger reveals planned for later in the year, so rumors on that front were sparse. (OnePlus’s next flagship and Xiaomi’s Mi 14 series are expected closer to October.) The rumor mill did churn out some early 2026 teasers: for instance, Samsung’s Galaxy Z Tri-Fold device is reportedly on track for late 2025, which could make Samsung the first to market with a tri-fold outside China phonearena.com. And concept renders of the Galaxy S26 Ultra hint it might adopt a bold new camera layout influenced by the iPhone’s rumored design hindustantimes.com – a sign that even Samsung is looking to shake up its aesthetics next year. In short, the leaks this week give a glimpse of an innovative 2025–2026 ahead, from satellite connectivity to multi-folding screens.
Software Updates & OS Developments
- Samsung Expands One UI (and Updates) to Appliances: In an unusual fusion of mobile and home tech, Samsung announced One UI is coming to home appliances. On August 25, Samsung revealed that the custom One UI software interface – familiar from Galaxy phones and tablets – will be extended to its smart refrigerators, washing machines, TVs and more bez-kabli.pl. The goal is a unified look and cross-device functionality across Samsung products. For example, a Family Hub fridge might soon share UI elements with a Galaxy phone. Alongside this, Samsung is pledging 7 years of software updates for Wi-Fi-connected appliances (mirroring the lengthy support it offers recent Galaxy phones) bez-kabli.pl. From 2024 models onward, Samsung fridges, etc. will get updates through year 7, bringing new One UI features and security patches via Samsung’s Knox platform bez-kabli.pl. “By bringing One UI to smart appliances, we are transforming the way people interact with technology at home,” said a Samsung R&D executive, highlighting how a familiar smartphone-like interface can make IoT gadgets more approachable bez-kabli.pl. This initiative underscores the blurring lines between smartphone ecosystems and the broader Internet of Things – your fridge and phone might soon feel like part of one software family.
- Android’s Crackdown on Sideloading Risks: Google announced a significant Android security policy change that will affect app developers worldwide. Starting in 2026, all Android app developers must verify their identity, whether they distribute apps on the official Play Store or through any other means (third-party app stores or direct APK sideloading) bez-kabli.pl. Google will require a verified legal name and contact information, extending a rule that has applied to Play Store developers since 2023. The reason? Curbing malware and fraud. Google cited internal data showing that malware is 50× more prevalent from sideloaded apps than from Play Store apps (which undergo checks and have verified publishers) bez-kabli.pl. By stripping anonymity from developers on “certified” Android devices, Google aims to weed out bad actors who hide behind fake identities. The rollout will be gradual: an early-access program opens in October 2025 for devs to get verified, and the requirement will hit new apps in select high-risk markets (e.g. Brazil, Indonesia) by September 2026, expanding globally in 2027 bez-kabli.pl. Notably, Google insists this won’t end Android’s openness – users can still install apps from anywhere, but those apps’ makers must be known entities. The move is akin to a “know your developer” policy, and follows similar trends (Apple, under EU pressure, also requires app store developers to verify ID and is preparing to allow third-party app stores). Overall, it’s a trade-off to bolster Android security without completely closing its ecosystem.
- One UI 8 Bug Hits Samsung’s Foldables: Samsung’s latest foldable phones – the Galaxy Z Fold 7 and Z Flip 7 (released earlier in August) – came with shiny new features and Android 16-based One UI 8.0 software. However, early adopters encountered a serious glitch: the Do Not Disturb (DND) settings keep resetting themselves on these devices bez-kabli.pl. Users reported that customized DND exceptions (allowing certain contacts/alerts) would mysteriously wipe out each day, causing DND mode to block everything unexpectedly bez-kabli.pl. This could lead to missed calls, messages, and alarms – a troubling bug for anyone who relies on scheduled DND for meetings or sleep. Tech forums filled with complaints, and Samsung acknowledged the issue in a beta update changelog bez-kabli.pl. A fix has been implemented in the latest One UI 8 beta for the upcoming Galaxy S25 series, but as of August 26 no patch was yet available for the Fold 7/Flip 7 bez-kabli.pl. Users are hoping Samsung rushes out a software update to address this, as a malfunctioning DND can have “serious consequences if important alerts go unseen” bez-kabli.pl bez-kabli.pl. In the meantime, Fold/Flip 7 owners have to manually reconfigure DND or avoid using it, a rare blot on an otherwise well-received device launch. Samsung’s quick response suggests a fix is likely imminent, underscoring how even minor software bugs can be high priority when they impact core functionalities on flagship phones.
- OS Updates on the Horizon (iOS 19 & Android 16): Both major mobile operating systems are gearing up for their next releases as summer turns to fall. Apple’s iOS 19 is in the late stages of beta testing, with developers receiving near-weekly builds polishing new features ahead of the iPhone 17 launch. Expected iOS 19 highlights include interactive home screen widgets, a new journaling app, and refinements to StandBy mode and Messages. Apple continues to tweak and optimize these in beta – the company clearly wants iOS 19 running flawlessly on day one of the iPhone 17’s release bez-kabli.pl. On the Android side, Android 16 has already begun rolling out to Google’s Pixel phones (in fact, Google bragged that this year’s Android update hit devices earlier than usual) bez-kabli.pl. The August Android 16 patch for Pixels brought fixes for a pesky back-button gesture bug and other minor improvements bez-kabli.pl. For non-Pixel devices, Android 16 is making its way via OEM beta programs: Samsung’s One UI 8 beta (Android 16) is underway for Galaxy S25 testers, OnePlus has OxygenOS 16 betas, etc. Most users will see Android 16 on their phones later in 2025 as manufacturers adapt it to their skins. The overarching theme for these OS updates is refinement over revolution – both Apple and Google are focusing on usability tweaks, privacy and security enhancements, and tighter ecosystem integration (like Apple’s improved continuity across devices, or Google’s cross-device sync features). While not flashy, these under-the-hood improvements set the stage for the more radical changes coming with next year’s devices.
Business & Industry News
- Apple Sues Oppo Over Alleged Trade Secret Theft: A high-stakes legal battle is brewing between Apple and Chinese smartphone maker Oppo. Apple filed a lawsuit in California accusing a former Apple engineer, Chen Shi, of stealing proprietary chip designs and sensor technology from the Apple Watch and illegally handing them to Oppo’s R&D team bez-kabli.pl. The suit, filed on Aug. 21, claims Shi downloaded sensitive Apple Watch schematics before quitting Apple and later “conspired to steal Apple’s trade secrets” to benefit his new employer, Oppo bez-kabli.pl. Oppo has publicly denied wrongdoing, saying it “respects the trade secrets of all companies” and found no evidence of misbehavior by the employee during his tenure bez-kabli.pl. Nevertheless, the case highlights growing tensions between US and Chinese tech firms. Apple is fiercely protective of its hardware IP, especially as Chinese brands like Oppo and Xiaomi push into advanced product categories (e.g. wearables) long dominated by Apple. The outcome of this lawsuit could have wider implications: if Apple succeeds, it might deter talent poaching and IP leakage between Silicon Valley and China. It also comes on the heels of U.S. lawmakers urging investigations into Chinese-made phones (like OnePlus devices) on security grounds bez-kabli.pl. In an industry where cutting-edge component designs are crown jewels, Apple’s move shows it’s willing to take rivals to court to guard its secrets.
- Trump’s “Made-in-USA” Smartphone Controversy: A foray into mobile by the Trump business empire has met with skepticism and backtracking. The Trump Organization launched its own mobile service and Android smartphone – the “Trump Mobile” T1 Phone – earlier this summer, touting the device as a “sleek, gold” handset that would be designed and built in the United States bez-kabli.pl. Given that almost all smartphones are manufactured in Asia, this claim raised eyebrows. By late August, indeed, it appears the promise was quietly walked back. Observers noticed that Trump Mobile scrubbed the “Made in USA” wording from its website, replacing it with vaguer patriotic phrases like “designed with American values in mind” and “American hands are behind every device” bez-kabli.pl. The website also downgraded some listed specs – originally the T1 was advertised with a 6.78-inch display and 12 GB RAM, but now it shows a smaller 6.25-inch screen and omits any RAM mention bez-kabli.pl. When pressed, a Trump Mobile spokesperson insisted “T1 phones are proudly being made in America” and called contrary speculation “simply inaccurate,” but provided no explanation for the website changes bez-kabli.pl. Industry experts have openly doubted that any new smartphone could truly be manufactured at scale in the U.S. given global supply chains bez-kabli.pl. The whole saga has drawn commentary about transparency in tech branding – even a high-profile, politically connected venture couldn’t escape the realities of component sourcing. For consumers, it’s a reminder to take marketing with a grain of salt: “American-designed” doesn’t necessarily mean American-made. The T1 Phone (priced at $499) is still slated to ship later this year, with Trump Mobile piggybacking on established carrier networks for service bez-kabli.pl. But the made-in-America reversal underscores how difficult it is to untangle smartphones from global manufacturing, even for a brand that trades heavily on patriotism.
- Regulatory Watch – Global Scrutiny on Mobile Tech: No earth-shaking new telecom regulations dropped in this two-day window, but ongoing government pressures on the mobile industry continue to influence company strategies. In the United States, officials are keeping Chinese phone makers under the microscope. Just recently, U.S. lawmakers called for an investigation into devices from OnePlus (a Chinese brand under Oppo) over potential security risks, reflecting persistent concerns about data privacy and espionage bez-kabli.pl. India, meanwhile, is reportedly considering rules that would require smartphone vendors to allow users to remove pre-installed apps bez-kabli.pl – a move aimed at bloatware and potentially boosting user privacy and competition (this follows India’s earlier steps to ban Chinese apps and scrutinize handset makers). Over in Europe, the clock is ticking toward the EU Digital Markets Act (DMA) enforcement in March 2026, which will mandate Apple to support third-party app stores on iOS. That looming requirement is already nudging Apple to adjust (e.g. building an EU-only iPhone app sideloading method, according to rumors) and has likely influenced Google’s new developer verification plans as well bez-kabli.pl. Additionally, supply chain diversification is in full swing: a report noted that the share of smartphones shipped to the U.S. that are made in China plummeted from 61% in mid-2024 to just 25% in mid-2025 bez-kabli.pl, as manufacturers shift production to places like India and Vietnam to mitigate geopolitical and tariff risks. All these regulatory and geopolitical currents form a backdrop to the week’s product news – whether it’s companies promising longer update support, emphasizing security, or in Trump Mobile’s case, carefully wording their marketing, the hand of regulators and political considerations is evident.
Market Trends & Sales Updates
- Global Smartphone Shipments Nudge Upward: After a few tough years, the smartphone market might be turning the corner. Fresh data from IDC shows that worldwide shipments in Q2 2025 reached 296.5 million units, a 1.4% increase from 292 million in Q2 2024 bez-kabli.pl. It’s modest growth, but importantly it marks the eighth consecutive quarter of year-over-year shipment gains bez-kabli.pl – a sustained rebound not seen since the early 2010s boom. “In the face of ongoing political challenges, war, and tariffs, the 1.4% growth is a critical indicator that the market is poised to return to growth,” said IDC research director Anthony Scarsella, noting this streak of gains is something the industry “hasn’t seen since 2013” bez-kabli.pl. Driving the uptick is a wave of innovative models and pent-up demand: consumers are responding to fresh form factors (like foldables and super-thin phones) and AI-driven features that promise new experiences bez-kabli.pl.
- Top Vendors: Samsung & Apple Gain, Others Steady: Samsung reinforced its #1 position with an estimated 58.0 million smartphones shipped in Q2, up +7.9% year-on-year, giving it ~19.6% of the global market bez-kabli.pl. IDC attributed Samsung’s growth partly to strong sales of its mid-range Galaxy A-series (A36/A56), which brought premium-like AI features to affordable devices – a strategy that “has been effectively used in retail to drive sales,” observed IDC’s Francisco Jeronimo bez-kabli.pl. Apple also saw a solid uptick: about 48.0 million iPhones shipped in Q2 (16.2% market share), a +5.0% YoY increase bez-kabli.pl. Notably, Apple managed growth despite slightly weaker sales in China, as this was offset by “strong double-digit growth in emerging markets,” according to IDC’s Nabila Popal bez-kabli.pl. The Chinese brands largely treaded water – Xiaomi shipped ~42.4M units (+0.2%) and vivo ~26.3M (+1.8%), holding the #3 and #4 vendor spots bez-kabli.pl. Both are essentially flat, as they deal with fierce competition and saturation in their home market. Transsion Holdings (maker of Tecno, Infinix, Itel, popular in Africa and South Asia) rounded out the top 5 but saw a slight 1.9% decline bez-kabli.pl, as the ultra-low-end segment remains soft. In summary, the market’s growth is being carried by the mid-to-high end – consumers are still willing to spend on compelling upgrades, while the entry-level segment struggles amid economic pressures.
- Premium Boom: Foldables & High-End Phones Shine: 2025 is shaping up as a breakout year for foldable and premium devices. Foldable phones are still a niche (~1–2% of total shipments), but their sales trajectory is steep. Analysts project roughly 19 million foldables will ship worldwide in 2025 theguardian.com – a big jump from previous years. Samsung, the foldable market leader, reported that its newly launched Galaxy Z Flip 7 and Fold 7 saw 25% higher pre-orders compared to last year’s models (the Flip form factor in particular is driving volume) bez-kabli.pl theguardian.com. These seventh-gen foldables earned praise for being thinner and lighter, addressing some past complaints. At the same time, average selling prices (ASPs) for smartphones have been climbing as more buyers opt for premium models. According to Counterpoint Research, global smartphone revenues hit $100+ billion in Q2 (up ~10% YoY) despite only marginal unit growth – indicating a richer sales mix. Consumers appear willing to pay more for phones that offer something new, be it 5G, advanced cameras, or AI-powered features. The resurgence of flip-style foldables (like Samsung’s Z Flip or the rumored “iPhone Flip”) is a case in point – they entice users with a fresh, fun form factor at lower cost than tablet-style foldables phonearena.com theguardian.com. “It’s cheaper and has captured the imagination” of people looking for something different, one industry watcher noted about the flip-phone trend theguardian.com. Overall, the high-end is where the action (and profit) is: companies are focusing R&D and marketing on flagship and innovative designs, knowing that’s where growth and margins reside. As Apple’s September event looms, the industry is watching to see if a compelling iPhone 17 launch can further accelerate the premium upgrade cycle into the holidays.
- Indian & Emerging Markets Fuel Growth: A notable bright spot in 2025’s market has been emerging markets. Regions like India, Southeast Asia, and the Middle East have seen smartphone uptake recover strongly, helping offset weakness in China and Europe bez-kabli.pl. India in particular is on track for record smartphone volumes this year, aided by a wave of 5G device launches under ₹20,000 and aggressive retail pushes by Chinese and local brands. This is partially why Xiaomi and vivo managed to hold flat globally – demand in India and SEA compensated for slowdowns elsewhere. Additionally, many Chinese manufacturers are increasingly producing phones in India to both serve that market and export globally without incurring tariffs. As mentioned, only 25% of phones shipped to the U.S. in Q2 were made in China bez-kabli.pl, down from 61% a year before, largely because production shifted to India/Vietnam for several models. This trend not only ingratiates the Chinese brands with Indian regulators (who have security concerns around Chinese imports), but also creates a hedge against U.S.–China trade tensions. In short, the geography of smartphone production and consumption is evolving: growth is coming from outside the historically dominant markets, and companies are diversifying where they build the devices to navigate an increasingly fraught geopolitical landscape.
(Overall, market analysts are cautiously optimistic that the worst of the smartphone downturn is over. “The consensus is that 2025 will be a transitional year – 5G is ubiquitous, features are plateauing, and consumers need compelling reasons to upgrade,” one report noted bez-kabli.pl. The next major inflection point could be Apple’s iPhone 17 launch and holiday season. If Apple’s new devices spur a wave of upgrades, Q3/Q4 could extend the growth streak. But if consumers hold off, the recovery could stall – a scenario even Apple’s own executives are watching closely.)
Expert Commentary & Analysis
On Google’s strategy: “There has been a lot of hype about AI in phones – and frankly a lot of broken promises too – but [Google’s new AI model] Gemini is the real deal,” claimed Google’s Rick Osterloh at the Pixel 10 launch, asserting that AI will meaningfully improve the user experience on Pixel devices reuters.com. Independent analysts were a bit more skeptical. “Last year there was such a jump in the hardware… This year feels more like a big push from a marketing perspective,” observed Carolina Milanesi of Creative Strategies reuters.com, noting Google’s flashy event seemed aimed at broadening Pixel’s appeal beyond techies. Another analyst agreed that Google downplayed specs this round: “A lot of the stuff they showed would run almost exactly the same on last year’s hardware. Their point is it’s not about just the hardware anymore,” said Bob O’Donnell of Technalysis Research reuters.com. In short, Google is betting that showcasing real-life AI uses will resonate with consumers more than bragging about chip speeds or megapixels – a gamble that will be tested as the Pixel 10 hits store shelves.
On Apple’s foldable ambitions: “Apple is rarely first to anything… it likes to take its time, see how it can refine and optimize it, and deliver the best, most reliable experience, then it jumps,” observed Ben Wood, chief analyst at CCS Insight, regarding Apple’s patient entry into foldables theguardian.com. Many experts believe that if Apple launches a foldable iPhone in 2026, it could double the foldables market size within a couple years. “When Apple does it, that validates the space for a lot of consumers,” noted IDC’s Bryan Ma in a recent panel discussion, suggesting that even at a ~$2,000 price, an iPhone Fold would attract new buyers and drive competitors to up their game. However, not everyone is convinced Apple can wave a magic wand on the known issues. “The crease has always remained… I’m skeptical Apple can do what others haven’t (solved it), but I’d love to be proven wrong,” wrote Raymond Wong of Gizmodo, cautioning that Apple’s high standards for design and durability will be tough to meet in a foldable without some novel engineering bez-kabli.pl. The consensus is that Apple entering the foldable arena will be a pivotal moment – likely bringing foldables into the mainstream if done right – but the company will need to deliver a truly polished, differentiating product to make its usual splash.
On the market rebound: Analysts are split on how strong the smartphone recovery will be. “Q2 was packed with new models… featuring innovative designs and powerful AI integration, which drove the 8th straight quarter of growth – a feat we haven’t seen since 2013,” IDC’s Anthony Scarsella noted, highlighting how fresh tech is fueling upgrade demand bez-kabli.pl. The steady stream of foldables, AI features, and premium mid-rangers has indeed given consumers reasons to consider new phones again. Still, industry veterans urge caution. “We expect the overall smartphone market to see little to no growth this year. If there is any increase, it might be around 0.1% to 0.2%,” warned Xiaomi President Lu Weibing on his company’s recent earnings call, citing macroeconomic uncertainties and uneven consumer confidence bez-kabli.pl. It’s a reminder that outside of the high-end excitement, the mass market remains price-sensitive and upgrade cycles are lengthening. As tech journalist Shara Tibken quipped in a column: “Smartphones aren’t dead, they’re just waiting for their next spark. This week’s news suggests where that spark might come from.” bez-kabli.pl Indeed, between Apple’s upcoming reveal, Huawei’s foldable experiment, and Google’s AI push, that “spark” to reignite the smartphone market may be on the horizon. Each development from Aug 26–27, 2025, offers a clue to how the next chapter of mobile technology will unfold – with AI, new form factors, and global shifts all playing a part.
Sources: Key news and press releases from Apple, Google, Samsung, Realme, etc.; Reporting by Reuters reuters.com reuters.com, TechCrunch techcrunch.com reuters.com, PhoneArena phonearena.com phonearena.com, Android Authority bez-kabli.pl bez-kabli.pl, Dataconomy dataconomy.com, MacRumors bez-kabli.pl, Straight Arrow News via The Verge bez-kabli.pl, IDC research reports bez-kabli.pl bez-kabli.pl, and expert commentary from industry analysts and tech media theguardian.com bez-kabli.pl.
