The iPhone 16 will be at the top of the global smartphone market in 2025. Despite new model generations and growing competition, Apple's previous iPhone generation remains the best-selling smartphone worldwide. Current market data shows how significantly Apple and Samsung continue to shape the market and which factors determine the success of individual models.
A recent report from Counterpoint Research confirms the continued dominance of Apple and Samsung in the global smartphone market. For the fourth year running, these two manufacturers together account for the top ten best-selling smartphones of the year. These top ten devices represent approximately 19 percent of all global smartphone sales. Apple's presence is particularly strong, occupying seven of the top ten spots. Samsung secures the remaining three positions.
iPhone 16 as the best-selling smartphone of 2025
According to Counterpoint Research, the iPhone 16 was the world's best-selling smartphone in 2025. This success demonstrates that a model can maintain high market demand even beyond its immediate product cycle. Apple benefits from a broad user base, long-term software support, and a clear positioning in the premium segment.
Impact of the iPhone 17 series on the market
In September, Apple launched the iPhone 17 series. In its first full quarter, it achieved 16 percent higher sales than the previous generation. This growth was primarily driven by strong sales in the US, China, and Western Europe.
The base model of the iPhone 17 was particularly noteworthy. It recorded the highest growth of all the smartphones analyzed and significantly improved its ranking compared to the iPhone 16's market launch in 2024. Counterpoint attributes this development to specific technical improvements. These include a higher refresh rate of 120 Hz instead of the previous 60 Hz and a larger base storage capacity of 256 GB instead of 128 GB.
Role of the iPhone 16e in spring 2025
Additional sales momentum came from the iPhone 16e, which was launched in spring 2025. With a starting price of $599 or €699, Apple significantly lowered the barrier to entry into its ecosystem. The model was aimed primarily at buyers looking for a current iPhone at a lower price and contributed measurably to the overall sales of the iPhone 16 series.
Android smartphones in the top 10
Samsung also secured a place in the global top 10. The Galaxy A16 5G reached fifth place, making it the best-selling Android smartphone of 2025. The Galaxy S25 Ultra took ninth place for the second year in a row. Its performance in Japan was particularly noteworthy, where sales more than tripled compared to the previous year.
iPhone 16 remains a core part of Apple's portfolio
Apple continues to actively sell the iPhone 16 as part of its current smartphone product lineup. The previous generation model is available starting at €849 and still offers a comprehensive range of features. These include the A18 chip with support for Apple Intelligence, a dual-camera system, a dedicated camera control button for quick access to the camera, and a customizable action button.
Outlook for the smartphone market in 2026
Looking ahead to 2026, Counterpoint Research anticipates a stronger presence of premium flagship devices. This is due to rising memory prices, which are likely to disproportionately impact entry-level and mid-range smartphones. As a result, high-priced models could gain further importance.
Apple and Samsung continue to dominate the global smartphone market
The report makes it clear that the iPhone 16 played a central role in the global smartphone market in 2025. Despite new generations, the device remained extremely successful thanks to its pricing strategy, features, and brand strength. At the same time, it shows that Apple and Samsung continued to clearly dominate the market, and that technological advancements and price adjustments would remain crucial for future sales figures. (Image: Apple)
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