The global smartphone market showed steady growth and shifting competitive dynamics, with Counterpoint Research highlighting strong performance from key players and evolving consumer demand trends.

Apple Leads While Samsung Expands Across Segments

Android Competition And Emerging Market Strength

Samsung's mid-range and entry-level models continued to perform well, while flagship devices like the Galaxy S25 gained traction through AI-focused features and promotions.

Market Share Shifts And Growth Outlook

Apple drove strong growth in the latest quarter (the fourth quarter of 2025), expanding its market share to 69% as the iPhone 16e and 17 models gained traction across the mid-range and premium segments, supported by aggressive carrier promotions, according to Counterpoint.

While overall U.S. smartphone sales rose just 1%, weak demand for low-end and premium Android devices limited broader growth.

The $300–$600 segment surged 27% as consumers shifted toward more affordable devices, benefiting Apple and Alphabet Inc (NASDAQ:GOOGL) Google, while Samsung and Motorola lost share in that range.

In contrast, the sub-$300 segment declined 7% due to weaker demand, though Motorola gained ground with new launches.

AAPL Price Action: Apple shares were down 0.45% at $257.69 during premarket trading on Tuesday, according to Benzinga Pro data.

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