Apple Leads Global Smartphone Sales in 2025, Dominates Top 10 List

• January 29, 2026

According to a recent report from Counterpoint Research, the iPhone 16 emerged as the best-selling smartphone around the world in 2025. This continued the trend of Apple maintaining a strong position in the global smartphone market.

The report highlights the sustained dominance of Apple and Samsung, which have jointly led global smartphone sales for the fourth consecutive year. Together, these two major manufacturers were responsible for nearly one-fifth of all smartphones sold worldwide last year, accounting for approximately 19% of total global smartphone sales volume.

Market Leadership and Industry Trends

This level of market share indicates a significant concentration of consumer demand around the offerings of Apple and Samsung. Both companies continue to leverage strong brand recognition, extensive distribution networks, and ongoing investment in product innovation to maintain their competitive edge.

While the iPhone 16 took the top spot among all individual models sold in 2025, Samsung’s diverse portfolio also remained highly competitive, contributing to its continued placement among the best-selling devices globally. The report suggests that the smartphone market remains firmly polarized between these two leaders, with other brands struggling to achieve comparable sales volume.

Overall, 2025 saw the market leaders sustain their positions despite increased competition and evolving consumer preferences. Their ability to secure a combined share of nearly 20% of global sales underscores the importance of flagship devices and brand loyalty in the highly competitive smartphone landscape.

Apple’s iPhone 16 was the top-selling smartphone worldwide in 2025, with both Apple and Samsung capturing 19% of global sales.