Iphone dominance continues: here's what the q4 2025 sales data reveals
Apple isn’t just holding onto its smartphone crown; it's tightening its grip. New data from Counterpoint Research paints a clear picture: the iPhone family utterly dominated Q4 2025 sales, a period traditionally rife with holiday shopping and carrier promotions. While Apple edged out Samsung for the full year of 2025 by a mere 1%, the final quarter highlights a much more decisive lead.
The iphone 17 pro max: a record-breaking performer
The iPhone 17 Pro Max alone accounted for a staggering 5% of all smartphone sales globally between October and December 2025. Consider the sheer volume of devices sold worldwide – that’s a remarkable achievement for a single model. The iPhone 17 and 17 Pro weren’t far behind, further solidifying Apple’s position at the top. This isn't a blip; it reflects a consistent demand for Apple's premium offerings, even in markets as diverse as the US, China, and India.
But the story isn't just about the top performers. The iPhone 16, released in 2024, continues to hold surprising sway, topping sales for the entire year despite a fourth-place finish in Q4. This speaks to Apple’s enduring brand loyalty and the continued appeal of its older models.
Samsung's unexpected mid-range resurgence
While Apple grabbed the headlines, Samsung quietly demonstrated its own strengths. Remarkably, the mid-range Galaxy A56 surged from eighth place in Q3 2025 to a top-five finish in Q4. The Galaxy A36 also saw a significant boost, moving from seventh to sixth. This is a significant shift, suggesting that consumers are increasingly opting for value-driven devices.
The surprising exclusion of the Galaxy S25 Ultra and even the standard S25 from the top ten, with the former languishing in ninth place for the year, is a detail that likely has Samsung’s executives scratching their heads. It’s a clear indication that the mid-range market is where the growth is happening, at least for now.
A few surprises and missed opportunities
The data also revealed a few unexpected twists. Xiaomi’s entry-level Redmi A5 managed to squeeze its way into the top ten, surprisingly outperforming even Samsung’s flagship S25 models. On Apple’s side, while generally strong, the iPhone 16e underperformed expectations, and the iPhone 16 Pro failed to crack the top ten, a disappointing result considering the success of the iPhone 15 Pro the previous year. The lack of momentum for the Pro model highlights a potential vulnerability for Apple – are consumers prioritizing battery life and camera capabilities over the incremental upgrades offered by the ‘Pro’ line?
Looking ahead, all eyes will be on the iPhone 17, which could very well claim the title of best-selling smartphone of 2026. The Q4 2025 data shows that Apple’s ecosystem remains powerful, but Samsung's unexpected resilience in the mid-range market proves the competition is far from over. The smartphone landscape is shifting, and the brands that adapt to changing consumer preferences will be the ones to thrive.