Apple Just Had The Biggest Quarter In iPhone History
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Apple Inc. (NASDAQ:AAPL) reported impressive sales growth in the fourth quarter of 2025, even as overall U.S. smartphone sales increased by only 1% year-over-year (Y/Y).
Weak low-end and premium Android sales held back overall growth.
Apple achieved its best sales quarter, expanding its market share to 69%, while Motorola rose to the #1 spot in the sub-$300 category with its new Moto G 2026 series devices, according to Counterpoint Research.
Apple’s market share reached 69% in the fourth quarter of 2025, up from 65% in the previous year, driven by strong sales of its iPhone 16e and 17 models in the mid-range and premium segments, the report noted.
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The company benefited from increased promotional efforts by major U.S. carriers AT&T Inc. (NYSE:T), T-Mobile US, Inc. (NASDAQ:TMUS), and Verizon Communications Inc. (NYSE:VZ).
AT&T had its highest share of Apple sales to date at 89%, while T-Mobile and Verizon both saw Apple share increases compared to the fourth quarter of 2024. The iPhone 17 Pro Max was the top seller in all three channels.
“Premium devices are generally the major driving factor of sales in Q4 due to the heavy emphasis on postpaid deals,” said Maurice Klaehne, senior research analyst at Counterpoint. “Apple was able to benefit from these deals, as many offers were targeted toward iPhone and iOS device bundles.”
The mid-range price band ($300-$600) grew by 27% Y/Y, driven by consumers opting for more affordable devices due to macroeconomic conditions.
Apple and Alphabet Inc.’s (NASDAQ:GOOGL) (NASDAQ:GOOG) Google, with devices like the iPhone 16e and Pixel 9a, gained share in this segment, while Samsung Electronics Co., Ltd (OTC:SSNLF) and Motorola lost ground due to the increased competition, the report said.
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The sub-$300 price segment declined by 7% Y/Y, driven by weak demand and consolidation in low-end smartphones.
However, Motorola surged ahead of Samsung in this segment, bolstered by the launches of the Moto G Play 2026 and Moto G 5G 2026.
The report warned that surging memory prices in 2026 could sharply pressure low-cost smartphone makers, with bills of materials expected to rise by at least 15% over the next two quarters. The impact is likely to be most severe in the sub-$300 segment, where margins are already thin, raising the risk of further industry consolidation and forcing manufacturers to pass higher costs on to consumers.
