The last report of Counterpoint Research This puts Apple back at the center of the mobile market. During the last quarter analyzed, the The iPhone 16 became the world's best-selling smartphoneconsolidating a streak of several consecutive quarters at the top of the global list.
This leadership didn't come alone: ​​Apple achieved placing five models among the ten best-selling phones of the quarter, with the iPhone 16 family dominating the top four spots. In a context of intense competition and market saturation, the fact that a single manufacturer has captured half of the top 10 reveals the extent to which the iPhone 16 has set the pace for sales.
The iPhone 16 leads the world's top 10
According to data from Global Handset Model Sales Tracker by Counterpoint ResearchThe iPhone 16 topped the global ranking with approximately one 4% of total sales volume of smartphones in the quarter. Considering the enormous fragmentation of the Android market, for a single model to reach this share is a remarkable figure.
The study confirms that This is the third consecutive quarter The base model of the latest generation iPhone leads the global ranking. Last year, the spotlight fell on the iPhone 15 and its Pro variants, while now the crown passes to the iPhone 16 series, which takes over without much trouble.
The configuration of the top 10 further reinforces this idea. The first four spots are occupied by the iPhone 16 familyFirst, the standard iPhone 16, followed by the iPhone 16 Pro, the iPhone 16 Pro Max, and the iPhone 16e, the most affordable model in the range.
The list is completed with the entry of iPhone 17 Pro Max It reached number 10, a remarkable feat considering its late-quarter launch and limited availability in many countries. Even so, it managed to secure a spot among the top ten best-sellers.
A continuation of the trend following the success of the iPhone 15
The performance of the iPhone 16 continues the trend seen with the previous generation. During the same period last year, Apple also secured four positions Within the top 10: the iPhone 15 was the best-selling model, followed by the iPhone 15 Pro Max and the iPhone 15 Pro in second and third place, while the iPhone 14 It was holding on in eighth position.
This year, the photo is similar but with an important nuance: Apple raises the stakes and goes from four to five models in the top 10In addition to ensuring that the entire top of the rankings remains in the hands of the iPhone 16 series, this reinforces the company's dominant brand image in the high end of the market.
In practice, this means that the majority of high-end sales globally It focuses on Apple's latest generation. The Pro and Pro Max models cover the most demanding segment, while the iPhone 16 and iPhone 16e serve as an entry point for those looking to access the iOS ecosystem with a more affordable price tag.
The presence of the iPhone 17 Pro Max at the bottom of the top 10 also indicates a gradual transition between generations. Many consumers are sticking with the iPhone 16, either due to price or stock availability, while the new 17 series is progressively gaining ground in markets with higher purchasing power.
Apple and Samsung share the ranking
One of the most striking findings of the report is that The 10 best-selling phones of the quarter belong to only two manufacturers: Apple and Samsung.No models from other brands such as Xiaomi, OPPO, vivo, realme or Transsion appear in this specific device ranking.
While Apple dominates with high-end and premium modelsSamsung relies on its Galaxy A familyfocused on the mid-range and entry-level segments. The South Korean manufacturer's five spots in the top 10 belong to this series, with the Galaxy A16 5G as the main representative and best-selling Android of the quarter.
The Galaxy A16 5G is positioned around the fifth place in the global rankingThis is followed closely by other models such as the Galaxy A06, A36, A56, and the Galaxy A16 4G, which complete Samsung's presence. In other words, while Apple uses its high-end range to drive sales, Samsung focuses on volume through more affordable devices.
This market division paints a fairly clear picture: Apple takes the lion's share of the premium segmentWhile Samsung dominates the mid-range, especially in emerging markets, for the consumer the decision often boils down to choosing between an expensive and highly regarded ecosystem or several cheaper but equally functional models.
Why the iPhone 16 has worked so well
The Counterpoint report and other analyses from consulting firms like Omdia point to several reasons behind the success of the iPhone 16. For one thing, its balance between price and performance within the Apple catalog It has positioned itself as the most logical option for those who wanted to upgrade their iPhone without going for the Pro models.
The device has 6,1 inch OLED screen, the chip A18 Bionic and a system of 48-megapixel cameras with advanced video features, including enhanced modes for content creators. All this with a starting price of around $800 in international markets, which, while not exactly cheap, places it below the Pro and Pro Max.
In addition, the iPhone 16 series has benefited from the wide global availability And a very aggressive marketing strategy by Apple and the carriers. Promotions, upgrade plans, and special discounts have boosted sales, especially during holidays and back-to-school campaigns.
Interestingly, the report notes that The iPhone 16 Pro models suffered a more pronounced drop Towards the end of the quarter in markets such as the United States, the United Kingdom, and China, a significant portion of the most enthusiastic buyers jumped directly to the iPhone 17 series, reducing the momentum of the previous generation's Pro models.
The role of India, Japan and users in the COVID era
One of the keys to the iPhone 16's performance has been its behavior in Key markets such as India and JapanIn India, the promotions linked to festivals and special campaigns They boosted demand, making the country one of Apple's most important growth engines.
In Japan, where iPhone sales had shown signs of slowing in previous quarters, the report speaks of a sustained recoveryThe combination of price adjustments, agreements with operators, and specific campaigns has allowed the iPhone 16 to regain ground in a market traditionally very loyal to the brand.
Counterpoint also highlights the effect of the so-called "post-COVID renewal cycle"Many users who bought an iPhone during the pandemic years have decided to upgrade their device now, after several years of use. This wave of upgrades has particularly benefited the iPhone 16 serieswhich has been perceived as a significant upgrade without needing to go for the most expensive model in the range.
In Europe and Spain, although detailed country-by-country reports have not been fully broken down, the trends are similar: A large part of the sales are concentrated in operators and large chainswith the iPhone 16 as a reference for those looking for a high-end device that will "last for several years" and with extended software support.
Samsung holds its own in the mid-range.
While Apple dominates the premium segment, Samsung maintains its global position by focusing on the mid-range. The Galaxy A16 5G became the best-selling Android smartphone of the quarter, demonstrating that the combination of adjusted price, 5G connectivity and a minimum of decent features continues to work.
He is accompanied by other family members, such as Galaxy A06, A36, A56 and Galaxy A16 4GThese devices have become strong in emerging markets and regions where 4G remains the normThanks to its good value for money and the presence of AI features that were previously reserved for the high-end range.
Data from firms like Omdia show that, in terms of market share by manufacturer, Samsung maintains a market share of approximately 19%., slightly above 18% AppleHowever, this advantage is built on a much broader, volume-focused catalog, while Apple prioritizes fewer models and higher prices.
The reading is clear: Apple wins the battle for model and visibility at the top of the marketBut Samsung remains an essential player when looking at the entire installed base, especially in areas where the average budget per phone is more limited.
Brand versus specifications: what really matters when buying
Another interesting point in the report is that, despite the large number of Android options with very competitive technical specifications, The weight of the brand remains a determining factor. in the purchase decision for a large part of users.
Chinese manufacturers like Xiaomi, OPPO, or vivo offer devices with Powerful hardware and competitive pricesHowever, they haven't managed to place any specific model in this global top 10. This doesn't mean they sell little, but rather that their sales are more spread across numerous models, whereas Apple concentrates a large part of the demand on a few iPhones..
In the case of Samsung, the success of the Galaxy A16 5G reinforces the idea that A well-positioned mid-range device can outperform many flagship models. Provided there's a well-known brand and a good distribution network behind it. For many users, especially outside Western Europe, the priority is a phone that "gets the job done" at an affordable price, and that's where the Galaxy A series excels.
This situation results in a market where Apple and Samsung monopolize the conversation in the visible part of the sales chartsWhile other manufacturers compete with tighter margins and local strategies, the iPhone 16 benefits from this dynamic by being, in practice, the benchmark "standard" in the high-end market for a large segment of the public.
A market that is growing slowly, but is reorganizing itself
While attention is focused on the iPhone 16's dominance in the rankings, general industry data also provides context. An analysis by Omdia indicates that The global smartphone market grew by around 3% in the third quarter of 2025, a moderate rise after several years of stagnation and occasional declines.
In that environment, Samsung maintains its leadership in total market share thanks to its mid-range and entry-level products, closely followed by Apple and with Xiaomi around 14%Behind them, groups like Transsion (responsible for brands such as Infinix or Tecno) continue to gain ground in Africa and other emerging regions, going from approximately 8% to 9% market share in one year.
The fact that the ten best-selling models belong only to Apple and Samsung does not mean, therefore, that the rest of the manufacturers have disappeared, but rather that The concentration per model is much higher in these two giants.They are the ones who define the market's key players, although the reality on the ground is somewhat more diverse.
Looking to the future, Counterpoint anticipates that Artificial intelligence features will continue to push the mid-price segment upwards.bringing advanced features to more affordable phones. This could alter the current balance and allow new models from other manufacturers to appear in the global sales rankings.
With all this context, the prominence of iPhone 16 as the best-selling smartphone of the quarter This is understood as the result of a combination of brand, pricing strategy, availability, and timing within the upgrade cycle. Apple has secured the top spots in the ranking, Samsung maintains its strength in the mid-range, and the remaining players are seeking their niche in a market that is growing slowly, but where each position in the top 10 has a huge impact on perception and business.
