Despite the iPhone 17's popularity, the Pixel 10 is selling well in the US.

The iPhone 17 series' market success was widely anticipated, but Google is also experiencing significant success in the US with the Pixel 10 lineup.

Pixel 10 sales in the US saw a 28% increase in September 2025 compared to the previous year. According to data from Counterpoint Research reported by WCCFTech, this is Google's best single-month sales performance for smartphones.

The Pixel 10 series, especially the Pixel 10 Pro XL, drove Google's accomplishment. Counterpoint notes that the Pixel 9a also continued to sell well. This success occurred during the launch of Apple's new iPhone 17 devices.

Google's share of the $600+ smartphone market at T-Mobile was 6.5% in September 2025, up from 0.1% three years prior. Similarly, Google's share of the $600+ market at Verizon grew from 0.1% in September 2022 to 7% this September. The Pixel has a smaller 2.3% share of the $600+ smartphone market at AT&T.

Counterpoint suggests that Google's marketing efforts, particularly ad campaigns highlighting Gemini, boosted Pixel 10 sales in the US.

While achieving record sales in the US, Google remains outside the top five global smartphone manufacturers. Samsung led the market in Q3 2025, followed by Apple and Xiaomi. Transsion was the fastest-growing OEM.

The emergence of a competitor for Apple and Samsung in the US is encouraging, but may not last. September marked the Pixel 10 series' first full month on the market, and the beginning for the iPhone 17 series. The timing was also distant from any major Samsung releases, creating an opportunity for Google.

Sustaining this performance through the Christmas quarter would suggest a potential shift in the smartphone market. However, a mass migration of US consumers away from Apple and Samsung seems unlikely in the near future.