The premium smartphone segment continues to gain traction, with the average global selling price surpassing $400 for the first time in Q4 2025, according to Counterpoint Research. This shift is largely attributed to Apple, which dominates the market alongside Samsung.
In the race of best-selling smartphones, Apple's iPhone 16 series, particularly the iPhone 16, iPhone 16 Pro Max, and iPhone 16 Pro, claimed the top three positions in 2025. Samsung's Galaxy S25 Ultra, while positioned ninth, showed significant improvement in regional sales, tripling its market share in Japan year-over-year and achieving double-digit growth in India.
Interestingly, the gap in sales share between Samsung's flagship Galaxy S25 Ultra and its more affordable A series has narrowed, despite the pricing differences. The Galaxy A16 and A06 were the leading Android devices, placing fifth and sixth, respectively, on the best-sellers list.
The trend towards premium devices appears to be resilient, as brands focusing on budget models face challenges due to an ongoing memory shortage. In contrast, high-end manufacturers like Apple and Samsung maintain a stronger position in the evolving market.