Apple, Samsung Dominate 2025 List of Highest-shipping Models Across Regions

Apple led in markets where premium leads

Apple led in NAM, Europe and Asia-Pacific, while Samsung led in LATAM and MEA.Premium models led in NAM, Europe and APAC, while entry- to mid-tier models led in LATAM and MEA.

In NAM, Apple’s iPhone 16 5G led the market. Samsung’s Galaxy A16 5G was the only Android device to feature in the top five, driven by volumes in the prepaid segment.

Within APAC, Apple secured all the top five positions. All top five models in LATAM and MEA were 4G smartphones.

Apple and Samsung dominated the list of highest-shipping models globally in 2025, with the two brands capturing the top two spots across major markets, according to Counterpoint Research’s Market Monitor Monthly Shipment Tracker, 2025.

However, regional variations did exist with premium models leading in North America (NAM), Europe, and Asia-Pacific (APAC), while entry- to mid-tier models led in Latin America (LATAM) and the Middle East and Africa (MEA).Top Five Highest-shipping Models by Region, 2025Source: Market Monitor Monthly Shipment Tracker, 2025

Source: Counterpoint

NB: Apple led the markets where premium was normative. This suggests that Apple still has opportunities in Latin America, Middle East and Africa. Stay tuned for an in-depth analysis of this at a country level.