If you walk into any boardroom in Nairobi or a high-end café in Kilimani, the landscape is predictable: a sea of iPhones. Now, the global numbers are in, and they confirm what we already see on the ground.
According to the latest data from Counterpoint Research, Apple absolutely dominated the global smartphone market in 2025, securing 7 out of the top 10 best-selling spots. The iPhone 16 wasn’t just popular; it was the world’s best-selling smartphone, widening the gap between Apple and everyone else.
For the Android faithful, specifically the Samsung crowd, who are the only ones putting up a real fight, there is a silver lining. Samsung grabbed the remaining three spots, cementing its status as the “jewel of Android” while other brands failed to crack the elite list for the fourth year in a row.
Apple’s dominance here is terrifyingly efficient. The top 10 models accounted for 19% of all smartphone sales globally, and the vast majority of that pie belongs to Cupertino.
While the iPhone 16 took the crown, the iPhone 17 series is the one to watch. Despite only being on the market for the final quarter of 2025, the base model iPhone 17 saw massive growth compared to its predecessor. Why? Because Apple finally gave the base model the “Pro” treatment—higher refresh rates (goodbye, 60Hz shame), more RAM, and larger base storage. It seems that when you give people what they actually want, they buy it in droves. And it’s getting even better with the massive price drops we’re seeing even in the local market.
Even the iPhone 16e, Apple’s “budget” entry meant to hook users into the ecosystem, found a solid footing, particularly in markets like the US and Japan.
Samsung remains Android’s shining light
Samsung remains the only brand capable of sharing the stage with the iPhone in 2025.
Samsung secured three spots on the list, led by the Galaxy A16 5G, which took the title of the best-selling Android phone of 2025. This is the phone that likely powers the vast majority of Kenya’s digital economy—reliable, balanced, and everywhere.
However, the real flex for Samsung fans is the Galaxy S25 Ultra. It secured a spot on the list for the second consecutive year. This is significant. It proves that despite the high price tag, people are willing to pay for Samsung’s flagship quality. The S25 Ultra saw massive growth (double-digit growth in India and 3x in Japan), narrowing the gap with its cheaper A-series siblings.
It seems the “S Ultra” remains the only green bubble that doesn’t get you side-eyed in the group chat.
The report drops a heavy hint for 2026: Buy your flagship now.
Counterpoint predicts a memory shortage that will drive up prices, specifically hurting the entry-to-mid-range market. This means the price gap between a “good enough” mid-ranger and a flagship is going to get awkward.
As a result, flagship phones (the iPhones and Galaxy S series) are expected to increase their dominance even further. With trade-ins and financing becoming the norm, the market is shifting toward a “buy nice or buy twice” mentality.
So if you’re Team iPhone, your superiority complex just got statistically validated. If you’re Team Samsung, hold your head high, you’re the only ones holding the line. Everyone else? Better luck next year.
Quick stats (global top 10, 2025)
- #1 Best seller: iPhone 16
- Total Apple spots: 7
- Total Samsung spots: 3
- Top Android: Galaxy A16 5G
- Rising star: iPhone 17 base model (high growth due to 120Hz/RAM upgrades)
