The picture has not changed in smartphone sales: iPhone is ahead again

Apple maintained its position in the smartphone market in the last quarter of 2025 and, according to Counterpoint Research data, showed a remarkable picture in the list of best-selling models. According to the announced data, iPhone models constituted five of the top 10 best-selling smartphones globally. In a period of intense competition, this ratio shows that the company maintains its dominance in the upper segment.

While the iPhone 17 Pro Max is at the top of the list, it is stated that this model alone accounts for approximately 5 percent of total smartphone sales. It is followed by iPhone 17 and iPhone 17 Pro. While this trio reveals that Apple’s new generation devices have entered the market quickly, it seems that the brand’s ecosystem advantage is directly reflected in sales, especially in markets such as the USA and Europe.

It is noteworthy that Apple is included in the list not only with new models but also with previous generation devices. While iPhone 16 is ranked fourth, iPhone 16e is ranked eighth. Despite this, the fact that the iPhone Air model, which stands out with its thinner and lighter structure, is not included in the list suggests that different dynamics are at play in terms of consumer preferences.

Upper segment balance is maintained in the smartphone market

Samsung, on the other hand, is represented by four models on the list and stands out mostly with its mid-segment devices. While the Galaxy A56, A36 and A07 models rank fifth, sixth and seventh respectively, the flagship Galaxy S25 is at the bottom of the list. This table reveals that Samsung continues to exist in different price segments with its wide product range.

On the other hand, Xiaomi ranks ninth only with its REDMI A5 model. This indicates that the brand continues its stable performance, especially in the entry and middle segments. Despite this, it is clear that Apple’s dominance continues in the upper segment.

When all these data are evaluated together, it is stated that the first 10 models on the list constitute approximately 23 percent of total sales. This ratio shows that sales in the smartphone market are concentrated around certain models and competition is especially sharp at the top.

From a broader perspective, it becomes clear that Apple’s success is not limited to just a single quarter. While iPhone models regularly appear on the bestseller list throughout 2025, it is stated that the iPhone 16 model managed to remain in the top 10 in all four quarters of the year. On the other hand, the rankings on the Samsung and Xiaomi side seem to be more variable.

The strong start of the iPhone 17 series stands out as one of the determining factors in this table. Innovations such as higher screen refresh rate and increased RAM capacity, especially offered in the basic model, are among the factors that affect users’ preferences. In addition, Apple’s combination of hardware and software integration continues to be a factor that directly affects the user experience.