Apple dominates regional smartphone sales, samsung struggles to catch up
The global smartphone landscape in 2025 isn't a uniform battlefield; it’s a patchwork of regional victories and surprising upsets, according to a new report from Counterpoint Research. While Apple maintains a comfortable lead overall, the details reveal a complex and sometimes perplexing picture of consumer preference, one where Samsung’s premium offerings aren't quite hitting the mark.
North america and europe remain iphone strongholds
It’s hardly news that Apple reigns supreme in North America and Europe. The iPhone 16, predictably, topped sales in both regions, solidifying Apple’s established dominance. But the real story lies in the second and third-place contenders: the iPhone 17 Pro Max and the 16 Pro Max, respectively, in North America. This suggests a market that’s equally receptive to Apple’s more affordable and its higher-end devices – a curious dynamic that challenges conventional wisdom.
Across the Atlantic, the iPhone 16 nearly tied with the 17 for the top spot in Europe, further demonstrating Apple’s considerable pull. The older iPhone 15 and the budget-friendly iPhone 16e also garnered significant traction, particularly in India and Japan, contributing unexpectedly to Apple’s overall market share.
China: the pro max factor
Perhaps the most intriguing finding is Apple’s victory in China. While the “vanilla” iPhone 16 secured the top spot globally, the higher-end iPhone 16 Pro outperformed its siblings in the world’s largest smartphone market. What's especially notable is the unexpectedly high demand for the gargantuan iPhone 16 Pro Max and the brand-new iPhone 17 Pro. The shift towards premium devices in China, once dominated by affordable handsets, is a significant development. The surprising preference for larger-screened models, even over the base iPhone 16, highlights the evolving tastes of Chinese consumers.
Samsung's latam & mea comfort, premium pain
Samsung finds solace in Latin America (LATAM) and the Middle East & Africa (MEA) regions, where it holds the dominant position. However, the victory comes with a caveat: the Galaxy A06 4G and Galaxy A16 4G are leading the charge. While these models secure market share, they aren’t exactly contributing to bulging profit margins. The Galaxy A15 4G rounds out the top three in Latin America, further emphasizing Samsung’s reliance on budget-friendly devices in these key markets.
The lack of 5G-enabled Android low-enders or mid-rangers in the regional top fives is a stark reality for Samsung. Even more concerning is the relatively lackluster performance of the Galaxy S25 family, particularly the S25 Ultra. Despite securing a place among the world’s ten best-selling smartphone models, the S25 Ultra failed to crack the top five in any of the regions surveyed.
Looking ahead: will the galaxy s26 ultra turn the tide?
The Galaxy S25 managed to squeak onto Europe's top smartphones list, trailing only the iPhone 17. Don't expect a similar result from the base Galaxy S26 this year. As for 2026? While predicting the future remains a fool’s errand, a continuation of Apple’s regional dominance, spearheaded by the iPhone 17, seems likely. Samsung's challenge will be to connect with a broader audience, a hurdle that its premium handsets have consistently struggled to overcome. However, the Galaxy S26 Ultra, with its anticipated upgrades and inclusion of the S Pen, could potentially deliver a regional breakthrough for Samsung, perhaps securing a spot or two among the top five. The first-generation iPhone Fold, or iPhone Ultra, is unlikely to make a splash by 2026, but the potential for the 18 Pro and 18 Pro Max to claim higher rankings in key markets remains a tantalizing prospect.