Report: iPhone 16 tops Q3 2025 sales as Apple claims 5 of the 10 best-selling spots

Counterpoint Research reports Apple again led global smartphone volume last quarter, with the iPhone 16 the top seller for a third consecutive quarter at a 4% volume share and Apple placing five models in the top 10 (iPhone 16, 16 Pro, 16 Pro Max, 16e and 17 Pro Max). Festive promotions in India and a recovery in Japan helped limit seasonal declines for the iPhone 16 series even after the iPhone 17 launch, while Pro models saw sharper drops in the US, UK and China as buyers migrated to the newer flagship; Samsung’s Galaxy A16 5G was the best‑selling Android. Counterpoint says COVID‑era replacement demand supported last semester’s sales and expects AI features to continue lifting the mid‑price segment, signaling ongoing competitive pressure below the premium tier despite Apple’s leadership.

Analysis

Counterpoint Research reports Apple led global smartphone volume last quarter with the iPhone 16 as the top seller for a third consecutive quarter, capturing a 4% volume share, and Apple placing five models in the top 10 (iPhone 16, 16 Pro, 16 Pro Max, 16e and 17 Pro Max). This is an improvement from last year’s Q3 ranking where Apple held four top-10 spots and underscores continued unit-share strength in a competitive cycle.

Regional dynamics drove these results: festive promotions in India and a sustained recovery in Japan helped constrain the typical seasonal decline for the iPhone 16 series, while Pro models registered steeper drops in the US, UK and China as consumers shifted to the iPhone 17 series. Counterpoint notes the 17 Pro Max reached the top 10 despite limited availability late in the quarter, indicating strong early demand for the new flagship.

Competitive context and outlook show Samsung’s Galaxy A16 5G was the best-selling Android device, and Counterpoint attributes recent semester sales to COVID-era replacement demand while forecasting that AI features will continue to elevate the mid-price segment. The report implies Apple retains unit-leadership but faces mix risk from flagship replacements and growing mid-tier competition driven by AI features, a mildly positive market signal for AAPL.

Key Decisions for Investors

• Consider maintaining or modestly increasing exposure to AAPL to capture continued unit-share leadership, but size positions to reflect model-mix risk as Pro shipments are weakening in the US, UK and China
• Monitor iPhone 17 sell‑through and availability closely over the next two quarters—sustained migration to 17 models would pressure 16-series ASPs and could compress near-term margins
• Watch regional indicators in India and Japan (promotional cadence and recovery trends) as these markets materially supported the iPhone 16 series’ resilience and could reverse if promotions end
• Track mid-price segment adoption of AI features and Samsung Galaxy A16 5G performance as signals of increasing competitive pressure below the premium tier; consider selective exposure or hedges to mid-tier Android winners if AI-enabled features accelerate