According to SamMobile, citing data from Counterpoint Research, the global smartphone market in Q3 2025 saw Samsung and Apple each claim five spots in the top ten best-selling models. Apple locked down the first three positions with the iPhone 16, 16 Pro, and 16 Pro Max. Samsung’s success, however, came from its mid-range Galaxy A-series, with the Galaxy A36 taking 7th place and the newer Galaxy A56 landing in 8th. Notably, the flagship Galaxy S25 Ultra, which had been in the top ten for the first half of the year, was pushed completely off the list for Q3. The report suggests features like Awesome Intelligence and Nightography helped the A-models succeed.
The Budget Phone Rebellion
Here’s the thing: this isn’t just about Samsung selling phones. It’s a clear signal that the value proposition has shifted dramatically. The Galaxy S25 Ultra is a technological marvel, but it’s also incredibly expensive. Meanwhile, phones like the A56 offer a “good enough” camera, decent performance, and smart software features at half the price or less. For most people, that’s the smarter buy. And when a mid-range model outsells the company’s own halo product on a global scale, you know the market is speaking loudly. It begs the question: are we finally hitting peak flagship price?
Where Did The Ultra Go?
So what happened to the S25 Ultra? Its drop-off makes perfect seasonal sense, but it’s still a stark contrast. Flagship phones have a huge sales spike right at launch (hence its Q1 and Q2 presence), and then they taper off as the most eager buyers already have theirs. The consistent sellers are the affordable workhorses. This is the rhythm of the market, but it must sting a bit in Samsung’s boardroom. They pour billions into R&D for the Ultra, only to see the simpler, cheaper A36 quietly outsell it quarter after quarter. That’s the brutal economics of volume.
Samsung’s Volume Game
Look, Samsung isn’t crying. While the Ultra gets the headlines, the A-series is the profit engine that drives volume and market share. Capturing five of the top ten spots is a huge win, even if it required counting the Galaxy A16’s 4G and 5G versions separately to get there. This strategy blankets every price point and region. In many developing markets, these A-models are the premium option. For industries that rely on durable, cost-effective hardware for kiosks, logistics, or factory floors—where a $1500 smartphone is absurd—this focus on robust mid-tier devices is the whole game. It’s a different world from the consumer flagship chase, but it’s where the real volume often lives.
Apple’s Untouchable Top Tier
And then there’s Apple, just doing Apple things. Holding the top three spots globally is a ridiculous display of brand and ecosystem power. It doesn’t matter what Samsung’s mid-range does; Apple’s premium tier operates in a completely different financial universe. Their models are the best-sellers while also being the most expensive. That’s the holy grail. For Samsung, the story is a split one: victory in the volume battle with the A-series, but still watching the high-margin summit from a distance. Basically, the Q3 list tells two tales: one of pragmatic affordability winning, and another of luxury continuing to dominate. Both can be true at once.
