According to the 2025 Market Monitor Monthly Shipment Tracker report by market research company Counterpoint Research, Apple and Samsung dominated the list of best-selling phone models globally last year.
In North America, Apple holds 4 out of 5 leading positions, with iPhone 16 5G leading the market. Samsung Galaxy A16 5G is the only Android device to enter the top 5, thanks to high sales in the prepaid segment.
In the Asia-Pacific region (including China), Apple has held all five leading positions. In terms of quantity, the Asia-Pacific region is very important because it accounts for half of the global smartphone shipments in 2025.
Despite competition in the region, Apple's growth in China is driven by a strong upgrade cycle, with Apple being the fastest growing brand among the top five brands. iPhone 16 Pro Max 5G leads in China - the only region where an Apple Pro Max device leads. This shows the increasing trend of high-endization in the Chinese market with strong preference for highly rated devices.
The market situation in Latin America and the Middle East & Africa is different from other global markets, as all five leading phone models in the region are 4G. In general, more than 60% of devices shipped in both regions in 2025 are 4G smartphones. Samsung is the number one brand in both markets with models belonging to the A series, Galaxy A06 and A16, occupying the top two positions, reflecting the brand's strong product portfolio in the mid to high-end segment.
Xiaomi is also in the top 5 with Redmi 14C, thanks to the superior value of the product. Motorola's Moto G05 is in the top 5 most shipped smartphones in Latin America, while in the Middle East & Africa, Tecno's Pop 9 and Camon 40 are also present, thanks to their strong presence in the region.
In Europe, iPhone and the Galaxy S line hold the top five positions. This largely reflects that the Western European market is driven by the high-end segment, accounting for more than 60% of the total number of smartphones shipped in Europe in 2025.
