Counterpoint Research's Q3 2025 best‑selling smartphone list was evenly split between Apple and Samsung, but Apple dominated the premium end — taking the top four spots with the iPhone 16 series and the No.1 iPhone 16 holding a 4% volume share — while Samsung's five entries were all midrange Galaxy A models in positions 5–9. The mix underscores Apple's pricing power and early-strength demand for the iPhone 17 Pro Max, whereas Samsung currently generates volume from lower‑ASP devices and lacks any >$600 phones among the top sellers, raising potential ASP and margin concerns if flagship momentum softens (Counterpoint notes the Galaxy S25 may be in seasonal decline). Counterpoint also highlighted that 5G occupied the top five for the first time and that added GenAI/"Awesome Intelligence" features are boosting the competitiveness of the mid‑price segment, supporting sustained midrange volumes but pressuring industry ASPs and shifting competition toward software differentiation.
Counterpoint Research's Q3 2025 best-selling smartphone ranking was evenly split between Apple and Samsung, but Apple dominated the premium tier by taking the top four positions and the No.1 spot with the base-model iPhone 16, which held a 4% volume share and retained first place for a third consecutive quarter. The iPhone 16 series occupying the top four despite the typical seasonal decline, and the iPhone 17 Pro Max reaching 10th place despite a late sale date, signal outsized consumer demand for Apple's premium lineup during the quarter. Samsung placed five midrange Galaxy A-series models in fifth through ninth positions (Galaxy A16 5G, A06, A36, A56, A16 4G) and had no >$600 wholesale-price entries on the top-10 list, a reversal from Q3 2024 when the base Galaxy S24 appeared. Counterpoint attributes Samsung's midrange strength in part to added AI features via "Awesome Intelligence," while noting the Galaxy S25 may be in an early seasonal decline as buyers look to the S26. The results imply divergent earnings and margin dynamics: Apple’s premium pricing supports ASPs and margin resilience if demand persists, while Samsung’s volume-led midrange mix protects share but risks downward pressure on ASPs and margins. Key structural themes to monitor are 5G penetration (top five were all 5G) and the integration of GenAI features as differentiators across price tiers, which will influence competitive positioning ahead of flagship refresh cycles.
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