As we approach the end of 2025, we’re getting some data on what smartphones customers across the globe purchased throughout the past few months. To no one’s surprise, it’s Samsung and Apple that are dominating sales.
The two companies split the top ten smartphones sold last quarter down the middle, according to new data shared by Counterpoint Research. Apple led the pack by earning the top four slots with its outgoing iPhone 16 series, while the iPhone 17 Pro Max — which was only available for the final weeks of Q3 — snuck into tenth place. The remaining spots are dominated by Samsung, though unlike with Apple, none of Samsung’s flagship products actually made the list.
All five Galaxy entries are made up of cheaper A-series devices, including the $200 Galaxy A16 5G alongside more premium variants like the A26 and A56. Samsung’s A-series has long been the brand’s most successful series, and considering the focus on global smartphones, it’s not too surprising to see these options bubble up towards the top. In comparison, only one of Apple’s devices — the iPhone 16e — doesn’t fall into Counterpoint‘s $600+ “premium” space. Even then, it’s practically by a technicality, falling short by a simple penny on its MSRP.
Compared year-over-year, it’s not a particularly radical change. Last year’s Q3 contained a similar mix of iPhones and Galaxy A-series entries, with the iPhone 14 taking its place as Apple’s “cheaper” model. Really, the big change is the lack of an entry from Xiaomi — last year’s Redmi 13C 4G held 7th place — and the inclusion of the Galaxy S24 in the 10th spot. The lack of more premium options from Samsung in the top ten could be in part thanks to a relatively weak economy; by comparison, new Apple hardware only starts at $600, and consumers around the globe clearly continue to see it as a worthy premium.
Samsung’s Galaxy S25 Ultra — the most premium and popular of this year’s flagship trio — did bubble up in the top ten in both Q1 and Q2, which could suggest slowing demand following the launch of the Galaxy Z Fold 7 and the upcoming arrival of the Galaxy S26 series. While Samsung will likely cede some ground to Apple in Q4 following general availability of the iPhone 17 series, expect the S26 trio to make up some ground in Q1 next year.
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