- Apple’s iPhone 16 was the best-selling smartphone worldwide in 2025, according to Counterpoint Research.
- Both brands filled all Top 10 best-selling smartphone spots for the fourth straight year.
- Memory shortages may hit budget phones hardest, while financing, trade-ins, and refurbished devices are likely to support continued growth in premium smartphones.
Apple’s iPhone 16 became the world’s best-selling smartphone globally in 2025, according to Counterpoint Research’s Global Handset Model Sales Tracker. The latest figures show that Apple and Samsung continued to dominate the global smartphone market. Both companies have taken all 10 spots in the list of top-selling models for the fourth year in a row. Together, these devices accounted for 19% of total smartphone sales worldwide.
iPhone 16 leads the market as world’s best-selling smartphone globally in 2025
Counterpoint Research said Apple maintained a strong showing across the top 10 rankings, with the iPhone 16 clearly ahead of other models in overall sales. The gap between the top-ranked device and the rest of the list widened in 2025, reflecting steady global demand for Apple’s flagship lineup.
Research Analyst Harshit Rastogi noted that Apple’s momentum continued with the newer iPhone 17 series. During its first full quarter on the market, the iPhone 17 lineup recorded 16% higher sales than the previous generation, driven largely by strong interest in major regions such as the United States, China, and Western Europe.
Rastogi added that the standard iPhone 17 model stood out in particular, thanks to upgrades that made it more appealing to a broader audience. Improvements such as a higher refresh-rate display, more RAM, and larger base storage helped narrow the gap between the base model and Apple’s Pro devices, giving buyers more value without moving up to higher price tiers.
iPhone 16e attracting new users into Apple’s ecosystem
Apple also expanded its reach in 2025 with the launch of the iPhone 16e, which contributed additional sales throughout the year. Counterpoint described the model as an easier entry point into Apple’s ecosystem, offering access to the company’s latest software features while keeping costs lower through selective hardware compromises.
Japan and the United States remained the strongest markets for the iPhone 16e, where the device saw consistent demand. Analysts said the model appealed both to first-time iPhone buyers and to existing users looking for an affordable upgrade option that still delivers long-term software support.
Samsung’s Galaxy A16 5G becomes the top-selling Android phone
Samsung secured three places in the Top 10 list, with the Galaxy A16 5G finishing as the best-selling Android smartphone of 2025. The device gained popularity by offering a solid mix of hardware features and Samsung’s familiar software experience, making it a strong option in competitive midrange segments.
However, Counterpoint noted that sales of the Galaxy A16 5G were slightly affected by Samsung’s earlier-than-expected release of the Galaxy A17 5G. The faster refresh cycle shifted some buyers toward the newer model sooner, limiting how long the A16 5G remained the company’s primary volume driver.
Galaxy S25 Ultra shows strong growth in Japan and India
Samsung’s flagship Galaxy S series also remained on the Top 10 list for the second year in a row, reflecting the company’s continued focus on premium smartphones. Senior Analyst Karn Chauhan said the Galaxy S25 Ultra made notable gains in several key regions.
According to Chauhan, the model more than tripled its market share year over year in Japan and posted double-digit growth in India. He attributed this performance to Samsung’s expanding AI capabilities, which are designed to support productivity, content creation, and everyday tasks.
Chauhan also highlighted exclusive features such as AI Select and Audio Eraser, along with ongoing software improvements. Despite the wide price gap between Samsung’s Galaxy S and Galaxy A series, the S25 Ultra has managed to narrow the sales share difference with the company’s traditionally higher-volume midrange phones.
Flagships expected to gain ground in 2026
For 2026, Counterpoint expects memory supply constraints to have a greater impact on entry-level and midrange smartphones, especially in emerging markets such as the Middle East and Africa and Latin America, where lower-priced models account for most sales.
As a result, flagship devices are likely to increase their share of total smartphone sales. Longer replacement cycles, combined with growing interest in advanced AI features, could further support premium models. At the same time, financing plans, trade-in programs, and the expanding refurbished phone market are expected to help consumers manage higher upfront costs.
