According to the latest report from Counterpoint Research, the global smartphone landscape in 2025 remained a two-horse race. For the fourth consecutive year, Apple and Samsung exclusively occupied every single spot in the Top 10 best-selling list. Together, these ten models accounted for 19% of all smartphone sales worldwide.
Apple’s Unshakeable Lead
The iPhone 16 emerged as the undisputed champion, claiming the #1 spot. Notably, the sales gap between the iPhone 16 and the #2 ranked iPhone 16 Pro Max widened significantly compared to the 2024 gap between the iPhone 15 series.
The New Contenders: The recently released iPhone 17 made a powerful debut at #7, showing strong upward momentum.
The Strategic Entry: The iPhone 16e squeezed into the list at #10, fueled by high demand in the U.S. and Japan.
Samsung’s Premium Triumph
Samsung secured three spots in the Top 10, led by the Galaxy A16 5G at #5, making it the world's best-selling Android smartphone. Other entries included the Galaxy A06 4G (#6) and the flagship Galaxy S25 Ultra (#9).
The S-Series Surge: Historically, the S-series struggled to enter the annual Top 10. However, its success over the past two years highlights the effectiveness of Samsung’s Premiumization strategy and the massive appeal of Galaxy AI.
Market Outlook: The Rise of the High-End
Counterpoint predicts that an ongoing memory chip shortage will likely drive up prices for entry-level and mid-range devices. This shift is expected to dampen sales in the budget segment, potentially allowing premium smartphones to capture an even larger share of the Top 10 rankings next year.
- The iPhone 17's ranking at number 7, despite its recent launch, reflects that many consumers skipped the iPhone 16 in anticipation of the new technology in the iPhone 17 (such as a thinner design or a 120Hz screen in the entry-level model), a worrying sign for competitors in 2026.
- The Galaxy S25 Ultra's top ranking reflects that "AI features" are no longer just a gimmick, but a key factor driving people to pay more for top-tier phones instead of mid-range models as before.
- The iPhone 16e's ranking is largely due to Japan and the US, markets heavily reliant on carrier-subsidized contracts, making lower-end models highly affordable and thus "mass-market" devices.
- This report indicates a K-shaped recovery in the smartphone market: wealthier consumers buy the most expensive models (Pro Max/Ultra), while those on a budget opt for more affordable A-series phones. This has led to the disappearance of mid-range brands without a clear competitive advantage from global rankings.
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Source: Counterpoint
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