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An image showing how the Samsung Galaxy S26 Ultra compares to the S25 Ultra | Image Credit - Ice Universe
The Galaxy S25 Ultra vanished from the Q3 2025 best-seller list, while the iPhone 16 Pro Max, its direct rival, continued to dominate as the third most popular phone globally. If the Galaxy S25 Ultra has been forgotten so quickly, Samsung's next flagship, the Galaxy S26 Ultra, may not even make it to the list.
Galaxy S25 Ultra has plateaued
Galaxy S25 Ultra was not among the top ten phones in Q3. | Image Credit - Counterpoint
The Galaxy S25 Ultra was off to a huge start, setting initial sales records, but that popularity has quickly fizzled. The Galaxy S25 Ultra went on sale in February and was among the top sellers in both Q1 and Q2.
Q1 and Q2 2025 best sellers. | Image Credit - Counterpoint
Instead of ascending the list in Q3, the device dropped out and was replaced by the Galaxy A56. In fact, all five of the Samsung smartphones that made it to the list were affordable Galaxy A-series handsets.
The iPhone 17 Pro Max, which was released on September 19, or eleven days before the end of the third quarter, managed to break into the list.
The iPhone 16e, which was released around the same time as the Galaxy S25 Ultra, was among the top sellers in both Q2 and Q3.
It's clear: Apple's flagships, even the stripped-down ones, have outshone Samsung's high-end phones.
Samsung's A series offers more value
Samsung and Apple tied in Q3 in that they each had five phones on the Q3 best-seller list. However, all of Samsung's phones belonged to the A-series.
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Counterpoint, which compiled the list, attributed this to AI features that have trickled down from flagships, as well as faster charging and longer software support.
It looks like Samsung's flagships have been deemed too expensive for what they offer. Apple, on the other hand, did well despite mostly selling only flagship phones, a testament to its image as a high-end brand.
Is Samsung currently not a good choice for high-end phones?
It is.
25%
It isn't.
75%
Maybe only for foldables.
0%
What does that mean for the Galaxy S26 Ultra?
The Galaxy S25 Ultra brought two notable upgrades over its predecessor – a slightly bigger screen and a new ultrawide sensor. The Galaxy S26 Ultra is rumored to be a more muted upgrade, with faster charging and a refined design the only key changes expected, other than the mandatory new chip. On top of that, Samsung may not even hold the line on pricing.
Even a minimally improved Galaxy S26 Ultra would be a very good device, considering the Galaxy S25 Ultra is already top-tier. The concern is not quality but visibility. It might not be good enough to keep up with the success of the iPhone 17 Pro Max, which is on track to outsell the iPhone 16 Pro Max, leaving the Galaxy S26 Ultra to disappear from best-seller lists just as quickly as the Galaxy S25 Ultra did.
Reassessment needed
If Samsung is content being known for affordable handsets and letting its flagships take a backseat, it should continue down the same path. Otherwise, some radical changes are needed to match the iPhone's success.
Samsung dominates the foldable market for now, but Apple may erase that lead once it releases its first foldable phone, a repeat of history after it dethroned Samsung as the biggest seller of 5G phones with its own debut 5G device.
Anam Hamid is a computer scientist turned tech journalist who has a keen interest in the tech world, with a particular focus on smartphones and tablets. She has previously written for Android Headlines and has also been a ghostwriter for several tech and car publications. Anam is not a tech hoarder and believes in using her gadgets for as long as possible. She is concerned about smartphone addiction and its impact on future generations, but she also appreciates the convenience that phones have brought into our lives. Anam is excited about technological advancements like folding screens and under-display sensors, and she often wonders about the future of technology. She values the overall experience of a device more than its individual specs and admires companies that deliver durable, high-quality products. In her free time, Anam enjoys reading, scrolling through Reddit and Instagram, and occasionally refreshing her programming skills through tutorials.
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