iPhone 16, Not iPhone 17, Is the World’s Best-Selling Phone in Q3

In a quarter when many people assumed the spotlight would belong to the brand-new iPhone 17 lineup, it was actually the familiar iPhone 16 that quietly walked away with the global sales crown. According to the latest data from Counterpoint Research, the iPhone 16 was the single best-selling smartphone in the world during the July to September period, capturing around 4% of all shipments.

In a market flooded with aggressively priced Android phones and an endless stream of new launches, an older iPhone generation leading the charts says a lot about how people really buy phones in 2025: carefully, with value and longevity in mind, not just chasing the newest name on the box.

The iPhone 16 is not the most recent flagship in Apple's portfolio anymore, but it has matured into the sweet spot of the lineup. Its hardware is still powerful enough for several years of software updates, its camera system remains competitive, and its price has become noticeably more attractive thanks to promotions and channel discounts. That combination of trusted brand, proven performance and slightly lower pricing is exactly what pushes a "previous-gen" iPhone to the top of the charts, especially in price-sensitive markets where buyers want a premium experience without paying top-tier flagship money.

India perfectly illustrates this trend. Counterpoint notes that the iPhone 16 performed exceptionally well there during festive promotions, when retailers and Apple partners run aggressive deals and bank offers. For many first-time iPhone buyers, this was the moment when a long-standing aspiration finally met a realistic price tag. At the same time, the model showed a visible recovery in Japan, where the weak yen, shifting carrier subsidies and growing competition had made high-end phones a tougher sell. The iPhone 16 benefited from being a known quantity, with a rich ecosystem of accessories and a user experience that people already understand and trust.

Crucially, Apple's dominance in the best-seller rankings did not stop with the standard model. The iPhone 16 Pro, iPhone 16 Pro Max and the more affordable iPhone 16e occupied the second, third and fourth positions globally, effectively turning the top of the list into a wall of Apple devices. It is a repeat of a pattern we already saw with the iPhone 15 generation, where the 15, 15 Pro and 15 Pro Max occupied the top spots. Apple has refined its strategy to perfection: staggered pricing across the 16 family, minimal fragmentation in software, and a strong perception that even the "entry" flagship is premium enough for demanding users. Once a user is inside the Apple ecosystem, upgrading within that ecosystem becomes the default choice.

Samsung, meanwhile, remained the only other brand able to break into the global top ten, and it did so in a very different way. While Apple dominated with premium devices, Samsung's presence came from its aggressively priced Galaxy A series. The Galaxy A16 5G and Galaxy A06 grabbed the fifth and sixth positions, showing how strong demand is for dependable, affordable Android phones with large screens, good battery life and modern connectivity. They were followed by the Galaxy A36 and Galaxy A56 in seventh and eighth place, representing the midrange segment where users want a bit more performance and camera capability without stepping into flagship territory.

The Galaxy A16 line even popped up again in ninth place, underlining just how important that family is for Samsung's global volume. The A series is particularly popular in Latin America, Southeast Asia, parts of Europe and other regions where carrier subsidies are weaker and people pay close attention to the price-to-spec ratio. In those markets, Samsung plays the role of the reliable all-rounder: many models to choose from, wide retail presence, and a decades-long brand reputation that makes buyers comfortable picking up yet another Galaxy A device.

Rounding out the top ten was Apple's newest heavyweight: the iPhone 17 Pro Max. Its presence is even more striking when you consider that it was only available from the latter part of September, effectively giving it a fraction of the quarter to generate sales. Yet even with such limited availability, the device climbed into tenth place. That performance hints at very strong early demand for the new generation among Apple's most committed fans and high-spending users who insist on having the biggest display, the most advanced camera system and the best battery life Apple offers.

Taken together, this ranking paints a clear picture of where the smartphone market is heading. The middle is slowly being squeezed: at the top, Apple dominates the premium space with older and newer iPhones alike, while at the bottom and in the lower midrange, Samsung's A series sweeps up volume with affordable yet capable devices. Consumers either stretch their budgets for a longer-lasting premium phone such as the iPhone 16, or they stay firmly in the budget and midrange territory with a Galaxy A device that does all the basics well. The "good enough" factor is now powerful on both ends of the spectrum.

For buyers, the success of the iPhone 16 is reassuring. It proves that you do not have to chase the latest launch to get a phone that feels fast, takes good photos and will be supported for years. It also means that festive sales events and regional promotions can make a real difference: waiting for the right deal on a previous-gen flagship may be the smartest move financially. At the same time, the Galaxy A models on this list show that those who prefer Android or simply cannot justify premium prices still have strong, modern options that can handle daily life without drama.

For Apple and Samsung, Q3's top ten is confirmation that their existing strategies are working. Apple can continue to lean on its ecosystem and multi-tier flagship lineup, confident that last year's hero phone can drive massive volume once the newest devices arrive. Samsung can keep doubling down on the Galaxy A family, refining cameras, battery life and software while preserving aggressive pricing. Unless a rival brand finds a way to break this two-horse race with something genuinely disruptive, the next few quarters might look very similar: iPhones at the top of the charts, Galaxy A devices capturing the value-conscious crowd, and everyone else fighting for whatever space is left in between.