For those following technology updates closely, it might seem like Apple is facing imminent difficulties. The tech giant is certainly navigating a challenging landscape concerning AI—while competitors such as ChatGPT, Google, and Microsoft are making considerable strides, Apple’s AI sector appears to be struggling. Some functionalities, including Clean Up and Writing Tools, have been incorporated into devices like the iPhone, yet other anticipated upgrades (particularly Siri’s AI revamp) are conspicuously absent.
The current state of affairs isn’t exactly promising. Apple prominently promoted these capabilities alongside its iPhone 16 range, even featuring The Last of Us’ Bella Ramsey in an advertisement showcasing the supposed AI-enhanced Siri, which has since been retracted. While the wider tech realm seems fully invested in AI, Apple is, rather uncharacteristically, not maintaining pace. It surely indicates tough times for the corporation.
The iPhone keeps flying off the shelves
Although I’m not here to analyze the company’s every move, it appears the iPhone division remains incredibly successful. On Wednesday, market research agency Counterpoint published its list of the leading smartphones for Q1 of 2025. Unsurprisingly, the iPhone secured the top spot; Apple’s iPhone 16 emerged as the best-selling smartphone globally in the earliest fiscal quarter of this year, followed closely by the 16 Pro Max, 16 Pro, and iPhone 15. In fact, Apple captured all top four positions in the first quarter of 2024 as well—with the 15 Pro Max in first place, succeeded by the 15, 15 Pro, and 14.
Samsung filled the next three slots, consistent with its performance in Q1 of 2024. This year’s lineup saw the Galaxy A16 5G taking fifth place, followed by the Galaxy A06 and Galaxy S25 Ultra. Notably, the Redmi 14C 4G clinched the eighth position—remarkable for a device not available in the U.S.—with the Galaxy A55 5G and, lastly, the iPhone 16 Plus rounding out the list.
There are several insights to glean from this data. Firstly, the iPhone continues to assert its dominance on a global scale. The iPhone made up five of the ten best-selling devices in both Q1 2024 and 2025. The only change was the iPhone 15 Plus placing eighth in the previous year, as opposed to the 16 Plus in the tenth position this year. Samsung, for its part, is undeniably still a front-runner in the global smartphone arena, though its presence in the top 10 decreased from five devices to four. Kudos to Redmi for nabbing that eighth position.
Ecosystems hold significant power
It’s particularly intriguing to observe how well the iPhone is performing in 2025. It’s become increasingly clear that Apple has not fulfilled its advertised AI ambitions for the iPhone 16 series. Counterpoint indicates that the iPhone 16e, dubbed the company’s “budget-friendly” option, secured sixth place among March’s leading smartphones. Consumers are evidently purchasing iPhones in high numbers.
Could it be that these buyers are influenced by Apple’s previous marketing? Absolutely. The company continues to promote Apple Intelligence alongside each iPhone on its website, hence AI may still play a role in influencing consumer purchases. However, I’m not entirely convinced. If AI were genuinely a priority, I suspect that most shoppers would lean towards brands that are continuously introducing AI enhancements—Samsung and Google readily come to mind. For instance, at Google’s recent I/O event, AI was the main focus, and numerous AI capabilities are now available on Android devices from these brands. Again, it’s possible that Samsung’s four entries in the “top 10” list can be attributed to its AI initiatives, yet I remain skeptical.
Examining this list of best-selling iPhones and Galaxies, I detect a clear pattern: established market dynamics. Many consumers appreciate Galaxies, but even more gravitate towards iPhones. People often switch devices, particularly within the Android domain, but the data illustrates a trend where, when it’s time for an upgrade, most iPhone users tend to repurchase iPhones, while Galaxy fans stick to their preferred brand. Ecosystems wield considerable power, and after investing so much of one’s digital existence into a single platform—including all communications, transactions, and cloud storage—it seems unlikely that individuals will want to diversify.
What do you think so far?
I can relate to this narrative: despite my respect for Android, I find myself entrenched in the Apple ecosystem, meaning I typically only consider upgrading to a new iPhone. Nearly everyone I know shares a similar sentiment. Samsung enthusiasts I’m familiar with follow the same routine, opting for the latest Galaxy. My decision never revolves around whether to choose an iPhone or a Galaxy; my choices are confined to whether to opt for the Pro or the Pro Max.
AI excitement isn’t sufficient to influence smartphone purchases
AI is undoubtedly the leading trend in technology right now, and people are utilizing it. However, I doubt many are factoring it in when selecting their devices—especially smartphones. I think individuals choose their preferred phones and then later configure them for AI access. For instance, Apple has integrated ChatGPT into my iPhone, yet I also continue to use the ChatGPT app. AI capabilities may be beneficial—it’s fantastic that Apple has introduced its own version of Magic Eraser—but merely having AI features isn’t enough to attract customers in large numbers. If OpenAI were to launch a smartphone, would you consider buying it? I’m guessing likely not.
As AI continues to advance, it’s possible that consumers will start opting for phones and devices that seamlessly incorporate AI tools. Currently, Android seems to hold a considerable advantage over Apple in this regard—just observe Google’s transition from its Assistant to Gemini—so we may see Galaxy phones gaining a greater lead in global sales in upcoming quarters or even a notable entry from a Pixel device or two. Alternatively, it may be that people are satisfied downloading the applications they need for their AI experiences and are considering other factors when selecting a device.
I’m not one to predict the future; I can only report on current trends. At present, I’m recognizing two simultaneous phenomena—I’m witnessing extensive discussions around ChatGPT, while also noticing a consistent consumer preference for iPhones. Outside my tech-focused circles, there hasn’t been any chatter regarding Apple’s challenges in the AI arena.