According to Wccftech, Counterpoint Research data shows Apple’s iPhone 16, iPhone 16 Pro Max, iPhone 16 Pro, and iPhone 17 Pro Max were the top four best-selling smartphones globally in 2025. The report projects Apple will end the year with a 10% year-over-year growth in iPhone shipments, hitting a record 254.98 million units and capturing 19.4% of the global market. However, the new budget iPhone Air is a major weak spot, selling only about 200,000 units in China compared to 17 million for the iPhone 17 lineup there. To move inventory, Apple’s Tmall store in China is offering discounts up to 2,000 yuan ($286), with JD.com adding another $57 subsidy, bringing the total price cut to around $415. The iPhone Air has also depreciated 47.7% in its first 10 weeks, the worst rate for any iPhone since 2022. In a bright spot, Apple’s iPhones made up a quarter of all smartphones sold in China during October 2025, a milestone last hit in 2022.
A Tale Of Two Apples
Here’s the thing about Apple‘s 2025 story: it’s a masterclass in market polarization. On one hand, you have the flagship Pro models absolutely crushing it. They’re not just selling well; they’re defining the entire top of the market. Taking the #1 through #4 spots isn’t just dominance, it’s a rout. It shows that when Apple focuses on its high-margin, feature-packed halo products, the strategy works flawlessly. The brand loyalty at the premium end is seemingly unshakable. But then there’s the other hand—the iPhone Air. This isn’t a minor stumble; it’s a full-on faceplant. Selling 200k units versus 17 million for the iPhone 17 family in the same market? That’s not a gap, it’s a chasm. It tells us that Apple’s attempt to hit a lower price point came with too many compromises.
Why The iPhone Air Is Failing
So what went wrong? Basically, the specs tell the story. A “hobbled” battery, a single 48MP camera (even with a decent 2x zoom), and a single speaker. In a market like China, where competitors offer stunning hardware at aggressive prices, that package just doesn’t cut it. Consumers there are incredibly savvy. They saw a device that felt like a stripped-down version of last year’s phone, not a compelling new budget option. The immediate and massive depreciation—nearly 50% in under three months—is the market screaming that the initial price was way off. When you have to slash prices by over $400 just to get people to look at it, you’ve misjudged the product’s value proposition entirely. It’s a rare, clear miss in Apple’s usually airtight portfolio.
The Bigger Picture For Apple
Now, despite the Air’s failure, the overall numbers are staggering. A 10% shipment growth in this market is huge. Hitting 19.4% global share and moving a quarter of a billion phones? That’s the power of the ecosystem and the relentless demand for those Pro models. Tim Cook’s prediction of a record-breaking holiday quarter seems almost conservative given this data. But this success also highlights a potential vulnerability. It shows Apple’s revenue is increasingly dependent on convincing people to buy its most expensive devices. The middle and lower tiers seem to be getting squeezed. If the economic environment tightens, that could be a problem. For now, though, the Pro engine is more than powerful enough to drag the whole company to new heights, even with a dud model in the lineup. It’s a fascinating look at what happens when a titan stumbles but doesn’t fall.
