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Q4 2025: Apple Share Grows to Historic Levels as US Smartphone Market Up 1% YoY
US smartphone sales were up 1% YoY in Q4 2025 as weak low-end smartphone sales combined with lower premium Android sales held the market down.Apple had its best sales quarter to date, while also achieving its highest ever share of the US market at 69% and showcasing continued demand for iPhones despite more challenging macroeconomic conditions and lingering supply constraints.The mid-range segment ($300-$600) grew 27% YoY, taking sales momentum away from the $600 and above segment, which was flat YoY.The sub-$300 price band remained weak, declining 7% YoY. Concerns related to memory prices will continue to highly affect this segment well into 2026. Motorola was able to gain the #1 position in sub-$300 device sales, edging out Samsung with the introduction of new Moto G 2026 series devices in the quarter.Fort Collins, Beijing, Berlin, Buenos Aires, Hong Kong, London, New Delhi, Seoul, Taipei, Tokyo – Feb 2, 2026Apple’s historic sales performance in the US in Q4 2025, which saw the brand growing its market share to 69%, was not enough to offset broader weakness across the Android segment, according to Counterpoint’s Monthly US Channel Share Smartphone Tracker. US smartphone sales were up 1% YoY in Q4 2025, despite strong carrier promotions in the quarter and improvements in upgrade rates compared to 2024. The sub-$300 segment dragged the overall market down as it declined 7% YoY.
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