The latest report from Counterpoint Research shows that the global smartphone market is still firmly held by Apple and Samsung, but the differences between regions are becoming more pronounced.
In North America and Europe, Apple dominates with as many as four places in the TOP 5 list of best-selling models, while in China and the rest of Asia it practically takes over the entire top of the list. This clearly shows how strong the iOS ecosystem is in developed and technologically advanced markets.
Japan pushes the iPhone 16e to the top of global sales
The most interesting detail comes from Asia, where the iPhone 16e has become a real hit, primarily thanks to Japan, where it records huge sales. According to data, more than a third of the total global sales of this model come from Japan, which practically turns it into a local phenomenon.
On the other hand, Samsung maintains its position through affordable models like the Galaxy A16 and Galaxy A15, which dominate price-sensitive regions such as Latin America and Africa. In these markets, 4G devices still play a large role, which shows that price has a decisive influence on the choice of customers.
Counterpoint ResearchEurope stands out as a specific market where there is a balance: in addition to budget models, there are also flagship devices such as the Galaxy S25 making their way into the best sellers.
Despite the fact that the global market seems stable, regional differences are crucial. While developed markets favor premium devices and ecosystems, the rest of the world still chooses affordability, and Japan shows how dominant a model can be when it matches the habits and needs of local users.