A new leading smartphone is expected to emerge, and its identity is not unexpected.
The iPhone 17 propelled Apple to a position it hasn't been in for over a decade.
Consumers who bought smartphones during the Covid-19 pandemic are now ready to upgrade. Additionally, 358 million used iPhones were sold from 2023 to the second quarter of 2025. These consumers are also expected to upgrade to new iPhones soon.
Yang Wang, Counterpoint Research, November 2025
Consumers who bought smartphones during the Covid-19 pandemic are now ready to upgrade. Additionally, 358 million used iPhones were sold from 2023 to the second quarter of 2025. These consumers are also expected to upgrade to new iPhones soon.
Releasing quality phones boosts sales
This year will be noted for the significant enhancements to the standard iPhone 17 and the iPhone 17 Pro models, along with the success of the Galaxy Z Fold 7. Both Apple and Samsung responded to user feedback and meaningfully improved their devices. As previously mentioned, well-made phones tend to sell well, and that has now been confirmed.
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