In case you’re entrenched in tech information, you’d assume Apple was on the point of 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 division is in disarray. Some options, like Clear Up and Writing Instruments, have made their strategy to merchandise just like the iPhone, however, others (notably Siri’s AI overhaul) are nonetheless nowhere to be seen.
The state of affairs is, objectively, not nice. Apple marketed these options alongside the iPhone 16 line, even casting The Final of Us’ Bella Ramsey in a business displaying off mentioned AI-powered Siri. (The business has since been deleted.) Whereas the remainder of the tech business appears to be solely centered on AI, Apple is, uncharacteristically, struggling to maintain up. Issues should be dire for the corporate, proper?
The iPhone continues to promote like scorching muffins
Whereas I am not right here to learn the corporate’s whole pulse, it does look like the iPhone division continues to be crushing it. On Wednesday, market analysis agency Counterpoint launched its record of the top-selling smartphones in Q1 of 2025. Maybe unsurprisingly, the iPhone topped the record: Apple’s iPhone 16 was the best-selling smartphone on this planet within the first fiscal quarter of this 12 months, 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 following three spots, because it did in Q1 of 2024 as effectively. This 12 months, 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 rather a lot you possibly can take away from the info 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 high 10 to 4 between these two years—good for Redmi for stealing that eighth place spot.
Ecosystems are highly effective issues
It is significantly 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 observe by means of on its marketed AI guarantees for the iPhone 16 line. To wit, Counterpoint says that the iPhone 16e, the corporate’s “extra inexpensive” gadget, ranked sixth within the high promoting smartphones of March. Persons are persevering with to purchase iPhones in droves.
Is it doable these clients are shopping for iPhones primarily based on Apple’s previous commercials? Positive. The corporate nonetheless advertises Apple Intelligence with every iPhone on its website, so AI might nonetheless be driving individuals’s needs to purchase iPhones. I am not satisfied, although. If AI had been a precedence, I feel most clients could be shopping for from the businesses which have been rolling out AI options at a gentle clip. Samsung and Google instantly come to thoughts: Google’s newest I/O occasion was all about AI, and you may expertise various AI options on Android gadgets made by each corporations. Once more, perhaps Samsung’s 4 “high 10” smartphones are a results of its AI efforts. It is solely doable, however I proceed to be unconvinced.
I see this record of best-selling iPhones and Galaxies, and I see one factor: established market traits. I feel the reality is, lots of people like Galaxies, and much more individuals like iPhones. Individuals change telephones on a regular basis, particularly within the Android ecosystem, however primarily based on the info, it looks as if 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 while you’ve poured your whole digital life into one platform—together with all of the messaging, purchases, and cloud storage—it is uncommon you need to combine it up.
What do you assume up to now?
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 contemplate a brand new iPhone when it comes time to improve. Nearly each single particular person in my instant circle is similar method. The Samsung followers I do know additionally follow 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 robust sufficient to drive smartphone gross sales
AI is definitely the pattern in tech proper now, and folks are utilizing it. However I do not assume many are contemplating it when shopping for their gadgets—particularly smartphones. I feel individuals purchase the cellphone they like, after which configure it after the actual fact to entry their AI instruments. Hell, Apple built-in ChatGPT into my iPhone, and I nonetheless have the ChatGPT app. AI options will be helpful—it is nice that Apple has its personal model of Magic Eraser now—however AI options alone aren’t sufficient to sway clients en masse. If OpenAI made a smartphone, would you purchase it? I am guessing most likely not.
If the AI prepare continues on, perhaps individuals will begin shopping for the telephones and gadgets that finest combine AI instruments out of the field. Android is method forward of Apple on this entrance—simply take a look at Google changing 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, perhaps persons are tremendous 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 longer term; I can solely observe what I see within the current. And, proper now, I am seeing two issues directly—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.
