An Apple iPhone has once again claimed the global top spot, underlining its dominance even as Samsung and Xiaomi compete aggressively across price segments in the world’s largest smartphone markets.Apple’s iPhone 16 has emerged as the world’s best-selling smartphone, extending its lead for a second consecutive quarter and reinforcing the company’s grip on the premium segment.Data from Counterpoint Research shows the device not only topped global sales charts in Q2 2025 but also maintained a clear gap over its closest siblings — the iPhone 16 Pro Max and iPhone 16 Pro — which took the second and third spots respectively. Together, these three models highlight Apple’s continued ability to dominate the high-end market while capturing a significant share of overall global shipments, as per the report by Counterpoint. What stands out is that Apple’s success is not limited to mature markets. Strong demand from regions such as Japan and India has played a crucial role in pushing the base iPhone 16 to the top. Competitive pricing strategies, combined with incremental upgrades like improved performance and display features, appear to have broadened its appeal beyond traditional premium buyers, claims the report by Counterpoint. A notable addition to the list is the iPhone 16e which was launched last year and touted as the most affordable iPhone. The iPhone 16e was replaced earlier this year by the iPhone 17e. With its ‘e’ models, Apple offers a toned-down version of the ‘flagship’ iPhone devices. Samsung, meanwhile, remains the strongest challenger, particularly in the mid-range segment. Models like the Samsung Galaxy A16 5G and Samsung Galaxy A06 4G have secured positions in the top 10, driven largely by demand in emerging markets. These devices offer a balance of affordability and features, helping Samsung maintain volume leadership even as Apple dominates value, noted the report by Counterpoint. At the higher end, Samsung’s Galaxy S25 Ultra continues to perform steadily, supported by aggressive marketing around AI features and premium capabilities. However, it has not been able to match Apple’s scale in the flagship category.Xiaomi has a more limited presence, with the Redmi 14C 4G being the only model from the brand in the global top 10. Its performance is largely concentrated in price-sensitive regions such as Latin America, the Middle East and Africa, where affordability remains the key driver.Overall, the top 10 smartphones accounted for nearly a quarter of global shipments during the quarter, indicating a concentration of demand around a relatively small set of models. Within this, Apple’s lineup alone secured multiple spots, underscoring the brand’s enduring pull despite intensifying competition.
