In the event you’re entrenched in tech information, you’d assume Apple was getting ready to collapse. The corporate undoubtedly is having a tough go of all issues AI—whereas firms 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 solution 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 industrial exhibiting off stated AI-powered Siri. (The industrial has since been deleted.) Whereas the remainder of the tech business appears to be completely targeted 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 complete pulse, it does appear to be the iPhone division remains to be crushing it. On Wednesday, market analysis agency Counterpoint launched its checklist of the top-selling smartphones in Q1 of 2025. Maybe unsurprisingly, the iPhone topped the checklist: Apple’s iPhone 16 was the best-selling smartphone on the 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 subsequent three spots, because it did in Q1 of 2024 as properly. 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’ll be able to take away from the information right here. The primary impression is that the iPhone continues to be a world power 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 international 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 observe via on its marketed AI guarantees for the iPhone 16 line. To wit, Counterpoint says that the iPhone 16e, the corporate’s “extra reasonably priced” 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 primarily based on Apple’s previous commercials? Certain. The corporate nonetheless advertises Apple Intelligence with every iPhone on its website, so AI may nonetheless be driving individuals’s wishes to purchase iPhones. I am not satisfied, although. If AI have been a precedence, I believe most prospects could be shopping for from the businesses which have been rolling out AI options at a gradual 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 units made by each firms. 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 checklist of best-selling iPhones and Galaxies, and I see one factor: established market developments. 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 primarily based 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 if you’ve poured your complete digital life into one platform—together with all of the messaging, purchases, and cloud storage—it is uncommon you need to combine it up.

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 take into account a brand new iPhone when it comes time to improve. Nearly each single individual in my quick circle is similar means. The Samsung followers I do know additionally persist with the sample, simply with the most recent Galaxy. The choice for me isn’t 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 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 units—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 could be helpful—it is nice that Apple has its personal model 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 in all probability not.

If the AI prepare continues on, possibly individuals will begin shopping for the telephones and units that finest combine AI instruments out of the field. Android is means 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 international gross sales in future quarters, and even an look from a Pixel or two. Or, possibly individuals are effective downloading the apps they should get their AI repair, and leaving different elements in play when selecting a cellphone to purchase.

I am unable to predict the long run; I can solely notice 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.