Apple led global smartphone sales in the third quarter of 2025, driven by strong performance from the iPhone 16 and growing demand for the newer iPhone 17 lineup. The older model continued to attract users moving up from much earlier iPhones, and it held its place as the top-selling smartphone worldwide. Carrier offers in major markets also helped the standard model stay popular.
New buyers also pushed the iPhone 17 series forward. Many users who bought iPhones during the COVID-19 period returned for upgrades this year. Strong interest in the iPhone 17 Pro and Pro Max helped Apple widen its lead in premium categories and strengthen its position in monthly sales charts.
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Now, a new analysis shows more details on Apple’s momentum.
A new report from Counterpoint Research highlights that the iPhone 16 stayed ahead in global rankings thanks to its broad appeal in markets where ultra-premium phones sell in smaller numbers. At the same time, the iPhone 17 Pro Max entered the global top-10 list and became the best-selling smartphone in September 2025, even with limited supply late in the quarter. New hardware, such as the 48-megapixel telephoto camera with 8x optical zoom and a vapor-chamber cooling system, helped drive interest.
Samsung Gains Ground While Foldables Grow
Another dataset from Counterpoint shows that Samsung expanded its presence in the global top-10 list, placing five Galaxy A models in the rankings. This shift reflects the company’s wider reach in mid-range markets, where volume plays a larger role.
A separate Counterpoint report also tracks the fast-growing foldable market. Foldable shipments rose 14 percent year over year in Q3 2025, marking the highest quarterly volume ever for the category. Much of this growth comes from Samsung’s Galaxy Z 7 series, especially the Galaxy Z Fold 7, which earned strong responses thanks to a slimmer build, reduced crease visibility, and a more durable hinge.
Apple has not yet entered the foldable space, but ongoing rumors point to a launch as early as next year.
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