Apple Achieves Record Smartphone Market Share Amidst Android Decline
In a remarkable turn of events, Apple has achieved an unprecedented smartphone market share of 69% in the fourth quarter (Q4) of 2025, as reported by Counterpoint’s Monthly US Channel Share Smartphone Tracker.
However, this landmark growth was insufficient to counterbalance the waning performance evident within the Android sector.
The analytics firm indicated that US smartphone sales rose by a modest 1% year-over-year in Q4 2025, propelled by aggressive carrier promotions and improved upgrade rates from the previous year.
Nonetheless, the sub-$300 market segment exerted downward pressure, contracting by 7% compared to the same period in 2024.
Apple’s ascension in market share is a notable leap from 65% last year, while Samsung’s presence has diminished, plummeting to 13% from 18%. Such dynamics illustrate a substantial shift in consumer preferences.
This growth trajectory for Apple was primarily fueled by the launch of the mid-range iPhone 16e and the premium iPhone 17 series, benefiting significantly from robust promotional fervor among the nation’s top three carriers—AT&T, T-Mobile, and Verizon.
AT&T reported an astonishing 89% share of Apple sales, with T-Mobile and Verizon also witnessing gains in Apple’s market penetration. The iPhone 17 Pro Max emerged as the best-selling model across these platforms.
Counterpoint’s data suggest that Apple has strengthened its foothold across various consumer demographics during Q4. The iPhone 16e, in particular, thrived within prepaid and national retail outlets, recording its highest sales month ever in December.
The American market continues to experience elevated churn rates, providing Apple with ample opportunities to capture diverse buyers across multiple price tiers.
Senior Research Analyst Maurice Klaehne provided insights into the market’s pricing dynamics: Premium devices play a pivotal role in driving sales during Q4, largely due to attractive postpaid offers.
Apple capitalized on these promotions, which often bundled iPhones and iOS devices. Interestingly, this year, the most significant year-over-year growth emerged from the mid-range category ($300-$600), which surged by 27%.
Though still a nascent segment, this trend indicates a consumer pivot towards more economical devices amid challenging economic conditions, aiding both Apple and Google in expanding their market shares with the iPhone 16e and Pixel 9a, respectively. Conversely, brands like Samsung and Motorola have lost ground in this competitive landscape.
Source link: Mactech.com.
