The iPhone 16 will remain the world's best-selling smartphone in the third quarter of 2025. New data from Counterpoint Research shows just how strong the model still is more than a year after its launch. At the same time, demand for the iPhone 17 series is increasing, while Apple has significantly expanded its advertising efforts, particularly in the US. The market continues to evolve, with premium devices gaining ground and foldable smartphones experiencing particularly rapid growth. The latest analysis reveals how Apple, Samsung, and Google are performing in this environment.
The smartphone market of 2025 is characterized by slow overall growth, significant differences between price segments, and fierce competition for visibility. Apple benefits from a loyal user base, extensive carrier promotions, and strong demand for models that offer a solid performance-to-price ratio. The iPhone 16 remains the central focus. Additionally, the iPhone 17 series is gaining momentum, while Samsung defends and expands its market share with the Galaxy A series and new foldable models. The following sections contextualize the current figures and trends.
iPhone 16 leads the global market
Counterpoint Research's Global Monthly Handset Model Sales Tracker shows that the iPhone 16 was the best-selling smartphone worldwide in the third quarter of 2025. This success is not surprising, as the model continues to benefit from users upgrading from older iPhone generations. Many users often postpone upgrades for several years and are only now opting for a newer device. In addition, extended promotional campaigns by mobile carriers in developed markets make the device more affordable or available in attractive bundled plans in many countries. In regions where ultra-premium smartphones represent only a small share of the total sales volume, the standard configuration of the iPhone 16 remains particularly popular, which explains the broad demand.
Increasing momentum with the iPhone 17 Pro Max
In addition to the continued success of the iPhone 16, Counterpoint reports another significant result. The iPhone 17 Pro Max entered the global top 10 list in the third quarter and even became the best-selling smartphone of September 2025. This is remarkable because the model was experiencing limited availability towards the end of the quarter. Demand is primarily driven by a user group that purchased smartphones during the COVID-19 pandemic and is now seeking greater technological advancements. This is precisely where the key innovations come into play. These include a 48-megapixel telephoto camera, 8x optical zoom, and a vapor chamber cooling system. These components represent the most significant improvements in camera and thermal technology compared to the previous year and are clearly driving monthly revenue growth.
Samsung secures five places with the Galaxy A series
While Apple remains at the top, Samsung further consolidates its position in the global top 10 ranking. Five of the ten spots in the third quarter of 2025 are held by devices from the Galaxy A series. These models primarily serve the mid-range segment, which plays a crucial role in many markets. Samsung thus demonstrates that strong sales figures are not only achieved through premium devices, but also through well-priced mid-range models that appeal to broader target groups depending on the region.
Foldable smartphones are growing faster than the overall market
A separate analysis by Counterpoint on the foldable smartphone market reveals significant changes in this premium segment. Global shipments of foldable models increased by 14 percent year-over-year in the third quarter of 2025, reaching the highest quarterly volume ever recorded in this category. Samsung's Galaxy Z 7 series is a major contributor to this growth. The response has been particularly positive, especially due to the new Galaxy Z Fold 7. The device is slimmer, lighter, has a less visible crease, and features an improved hinge mechanism that enhances durability. These attributes are driving above-average sales figures. Apple remains absent from this market segment, but rumors suggest that a foldable iPhone could be unveiled as early as next year. This would significantly alter the competitive landscape in the premium sector.
Intense competition in the USA
Counterpoint's weekly promotions index for the US market shows that Apple has significantly intensified its marketing efforts. This is due to Google's unusually early and aggressive discounts on the Pixel 10 series. Apple has responded by expanding its own promotions to maintain its lead. At the end of the period, Apple still holds the advantage over Google. The iPhone 16 also plays a key role here, as it is being heavily promoted both through carrier promotions and by Apple itself.
Apple maintains its lead and continues to expand with the iPhone 17 series
Data from the third quarter of 2025 clearly shows that the iPhone 16 continues to play a key role in the global smartphone market. The combination of strong demand from upgraders, attractive promotions, and a stable position in the mass market ensures that the model remains at the top more than a year after its launch. At the same time, Apple is gaining additional momentum with the iPhone 17 series, especially with the iPhone 17 Pro Max, which is achieving record sales despite limited availability. Samsung remains a strong competitor, particularly in the mid-range and foldable device segments, which are growing faster than the overall market. The coming year will be crucial for Apple, especially if a foldable iPhone actually appears, thus opening a new chapter in the premium segment. (Image: Apple)
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