In case you’re entrenched in tech information, you’d suppose Apple was getting ready to collapse. The corporate undoubtedly is having a tough go of all issues AI—whereas corporations like ChatGPT, Google, and Microsoft have hit the AI floor working, Apple’s AI department is in disarray. Some options, like Clean Up and Writing Tools, have made their strategy to merchandise just like the iPhone, however, others (notably Siri’s AI overhaul) are nonetheless nowhere to be seen.
The scenario is, objectively, not nice. Apple marketed these options alongside the iPhone 16 line, even casting The Final of Us’ Bella Ramsey in a industrial displaying off stated AI-powered Siri. (The industrial has since been deleted.) Whereas the remainder of the tech trade appears to be completely targeted on AI, Apple is, uncharacteristically, struggling to maintain up. Issues have to be dire for the corporate, proper?
The iPhone continues to promote like sizzling truffles
Whereas I am not right here to learn the corporate’s whole pulse, it does seem to be the iPhone division continues to be crushing it. On Wednesday, market analysis agency Counterpoint released its list of the top-selling smartphones in Q1 of 2025. Maybe unsurprisingly, the iPhone topped the listing: Apple’s iPhone 16 was the best-selling smartphone on the earth within the first fiscal quarter of this yr, adopted by the 16 Professional Max, 16 Professional, and iPhone 15. Apple additionally had the highest 4 spots within the first quarter of 2024—again then, it was the 15 Professional Max in first place, adopted by the 15, 15 Professional, and 14.
Samsung took the subsequent three spots, because it did in Q1 of 2024 as properly. This yr, it was the Galaxy A16 5G in fifth place, adopted by the Galaxy A06 and the Galaxy S25 Extremely. The Redmi 14C 4G got here in eighth—spectacular for a smartphone that is not even offered within the U.S.—adopted by the Galaxy A55 5G, and, lastly, the iPhone 16 Plus.
There’s lots you may take away from the information right here. The primary impression is that the iPhone continues to be a worldwide drive to be reckoned with. The iPhone had 5 of the highest 10 spots in each Q1 2024 and 2025—the one distinction between them was the iPhone 15 Plus got here in eighth place, whereas the 16 Plus got here in tenth. Samsung, too, is clearly nonetheless a reigning champ within the world smartphone race, although it went from 5 telephones within the prime 10 to 4 between these two years—good for Redmi for stealing that eighth place spot.
Ecosystems are highly effective issues
It is notably fascinating to see the iPhone proceed carry out like this in 2025. In any case, it has been obvious for months now that Apple didn’t comply with by way of on its marketed AI guarantees for the iPhone 16 line. To wit, Counterpoint says that the iPhone 16e, the corporate’s “extra inexpensive” machine, ranked sixth within the prime promoting smartphones of March. Individuals are persevering with to purchase iPhones in droves.
Is it potential these prospects are shopping for iPhones based mostly on Apple’s previous commercials? Certain. The corporate nonetheless advertises Apple Intelligence with every iPhone on its web site, so AI might nonetheless be driving individuals’s wishes to purchase iPhones. I am not satisfied, although. If AI had been a precedence, I believe most prospects can be shopping for from the businesses which were rolling out AI options at a gentle clip. Samsung and Google instantly come to thoughts: Google’s latest I/O event was all about AI, and you’ll expertise quite a lot of AI options on Android gadgets made by each corporations. Once more, possibly Samsung’s 4 “prime 10” smartphones are a results of its AI efforts. It is completely potential, however I proceed to be unconvinced.
I see this listing of best-selling iPhones and Galaxies, and I see one factor: established market traits. I believe the reality is, lots of people like Galaxies, and much more individuals like iPhones. Folks swap telephones on a regular basis, particularly within the Android ecosystem, however based mostly on the information, it looks like when it is time to purchase a brand new cellphone, most iPhone customers purchase a brand new iPhone, and most Galaxy customers purchase a brand new Galaxy. Ecosystems are highly effective issues, and whenever you’ve poured your whole digital life into one platform—together with all of the messaging, purchases, and cloud storage—it is uncommon you wish to combine it up.
What do you suppose thus far?
That is me to a T: As a lot as I respect Android, I am caught within the Apple ecosystem, and, as such, actually solely think about a brand new iPhone when it comes time to improve. Nearly each single individual in my fast circle is similar approach. The Samsung followers I do know additionally keep on with the sample, simply with the latest Galaxy. The choice for me is rarely whether or not to purchase an iPhone or a Galaxy: it is whether or not to purchase the Professional or the Professional Max.
AI enthusiasm is not sturdy sufficient to drive smartphone gross sales
AI is indubitably the pattern in tech proper now, and folks are utilizing it. However I do not suppose many are contemplating it when shopping for their gadgets—particularly smartphones. I believe individuals purchase the cellphone they like, after which configure it after the very fact to entry their AI instruments. Hell, Apple built-in ChatGPT into my iPhone, and I nonetheless have the ChatGPT app. AI options might be helpful—it is nice that Apple has its own version of Magic Eraser now—however AI options alone aren’t sufficient to sway prospects en masse. If OpenAI made a smartphone, would you purchase it? I am guessing most likely not.
If the AI prepare continues on, possibly individuals will begin shopping for the telephones and gadgets that greatest combine AI instruments out of the field. Android is approach forward of Apple on this entrance—just look at Google replacing its assistant with Gemini—so maybe we’ll see Galaxy telephones take extra of a lead in world gross sales in future quarters, and even an look from a Pixel or two. Or, possibly persons are high quality downloading the apps they should get their AI repair, and leaving different elements in play when selecting a cellphone to purchase.
I can not predict the long run; I can solely observe what I see within the current. And, proper now, I am seeing two issues without delay—I am seeing lots of people speaking about ChatGPT, and I am seeing lots of people shopping for and utilizing iPhones. Outdoors of my tech information circles, I’ve heard not a peep about Apple’s struggles within the AI race.
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