So, here's what happened in the smartphone world last quarter: Apple basically ran the table. According to Counterpoint Research, the global market showed steady growth, but the competitive dynamics are shifting in some pretty interesting ways.

Apple Leads While Samsung Expands Across Segments

Apple Inc. (AAPL) dominated the top-selling smartphone rankings, securing five spots. The iPhone 17 Pro Max led the pack, followed by other iPhone 17 models that got a boost from upgrades like better displays, more storage, and improved performance.

Samsung Electronics Co Ltd (SSNLF) followed closely with multiple entries of its own. The firm noted that strong demand for its more affordable Galaxy A series, helped by wider availability, supported volumes across different price segments.

Android Competition And Emerging Market Strength

Samsung's mid-range and entry-level models kept performing well, while its flagship devices like the Galaxy S25 gained some traction thanks to AI-focused features and promotions.

Xiaomi Corp (XIACY) also stayed competitive. Models like its Redmi A series benefited from solid demand in emerging markets—think Latin America, the Middle East, and Africa.

Market Share Shifts And Growth Outlook

Here's the big picture: global smartphone sales grew modestly, but the platform dynamics shifted more sharply. iOS gained share because of that strong iPhone 17 demand, while Android declined even with support from Samsung and other manufacturers. Counterpoint expects the competition to keep heating up across price tiers and regions, with product upgrades, AI features, and emerging market demand shaping the trends.

Apple was the engine for growth in the fourth quarter of 2025. It expanded its market share to a whopping 69% as the iPhone 16e and 17 models gained traction from the mid-range up through the premium segments. Aggressive carrier promotions helped drive that, according to Counterpoint.

Meanwhile, overall U.S. smartphone sales only inched up 1%, held back by weak demand for both low-end and premium Android devices.

The real action was in the mid-range. The $300–$600 segment surged 27% as consumers shifted toward more affordable devices. That move benefited Apple and Alphabet Inc's Google (GOOGL), while Samsung and Motorola lost share in that price range.

On the flip side, the sub-$300 segment declined 7% because of weaker demand, though Motorola did manage to gain some ground with new launches.

Looking ahead, it's not all smooth sailing. Rising memory costs and supply constraints—particularly for advanced chips from Taiwan Semiconductor Manufacturing Company Ltd (TSM)—remain key risks for the industry, even as premium devices and promotions continue to pull in customers.

In early trading Tuesday, Apple shares were down 0.45% at $257.69.