While Samsung managed to increase its smartphone shipments in 2025 compared to the previous year, it still fell short of overtaking Apple in total global sales. The margin between the two tech giants has narrowed to just a few million units—a rivalry starkly reflected in the list of the world’s top 10 best-selling smartphones, where Apple continues to assert its dominance.

According to a new report from Counterpoint Research, the iPhone 16 claimed the top spot, followed closely by the iPhone 16 Pro Max, iPhone 16 Pro, and the newly released iPhone 17 Pro Max. Samsung’s devices only begin to appear at fifth place, with significantly fewer entries compared to its Cupertino rival.

Leading Samsung’s charge is the Galaxy A16 5G, the brand’s best-seller for the year, followed by the budget-friendly Galaxy A06 4G. Notably, the Galaxy S25 Ultra secured the ninth position, standing out as the sole high-end Android flagship to crack the top 10. The remaining spots belong entirely to the iPhone, highlighting Apple’s stranglehold on the premium market segment.

The chart remains an exclusive club for Apple and Samsung, with no other brands making the cut. In total, the top 10 features seven iPhone models and three Galaxy devices, nearly mirroring the market dynamics of the previous year. Although Samsung does not dominate the individual best-seller rankings, it maintains its lead in the broader Android market regarding total volume.

Looking ahead to 2026, the AI boom is expected to drive memory prices upward, inevitably inflating smartphone manufacturing costs. This trend could lead to higher retail prices and slow down consumer upgrade cycles, particularly in the budget sector. For Samsung, this shifting landscape suggests fewer entry-level devices may reach the top 10 in the future, potentially paving the way for a stronger presence from its mid-range and premium Galaxy lineup.