Apple experienced a stellar year in 2025, with strong sales of the iPhone 16 and iPhone 17 series. According to Counterpoint Research, the iPhone accounts for approximately one in four smartphones globally. This success was reflected in the Q1 2026 earnings, which showed a record revenue of $143.8 billion, primarily driven by robust iPhone demand. Despite industry speculation about Apple's position in the AI race, the company's smartphone sales remained high.

The overall smartphone market grew by 2% in 2025. Eight original equipment manufacturers (OEMs) now boast over 200 million users in their installed base. Apple and Samsung are the only companies with over one billion active smartphones. Apple leads the global active install base, even with its premium pricing, which starts well above Samsung's popular devices, which sell for around $200. Together, Apple and Samsung held 44% of the global active install base in 2025.

Premium segments presented challenges, with both Apple and Samsung achieving single-digit sales shares in the $600-and-above category. Factors contributing to Apple’s impressive sales included the promise of AI integration and the redesigned iPhone 17 Pro models. The introduction of the new entry-level iPhone 16e also widened the price range, potentially attracting more consumers. Apple is anticipated to maintain its strong sales momentum into 2026, with up to six new models expected during the year.

This performance highlights Apple's continued dominance in the smartphone market, driven by innovative features, strategic pricing, and effective marketing. The company's ability to maintain high demand, even amidst economic uncertainty and competitive pressures, underscores its strong brand loyalty and product appeal. The iPhone's continued success solidifies Apple's position as a market leader, with Samsung being the only other company with over a billion active smartphones. The fact that Apple's revenue surged to $143.8 billion further proves the dominance.