For the first time in several quarters, a Samsung Ultra-series phone has returned to the ranks of the world’s top 10 best-selling smartphones. According to newly released data from Counterpoint Research, the Samsung Galaxy S25 Ultra secured the seventh position globally in smartphone sales for Q1 2025.

The Ultra model’s success was even more pronounced in Europe, where in March 2025, the Galaxy S25 Ultra climbed to fourth place in overall sales, outperforming all other Android competitors across the continent. No other Android phone sold more units in Europe during that month.

Samsung’s Global Performance in Q1 2025

Samsung made an impressive showing in Counterpoint’s global top 10 ranking for Q1 2025, with four entries:

• Galaxy A16 5G – 5th place
• Galaxy A06 5G – 6th place
• Galaxy S25 Ultra – 7th place
• Galaxy A55 – 9th place

Samsung’s gains, particularly with the S25 Ultra, came despite Apple dominating the leaderboard. The Xiaomi Redmi 14C 4G also made a surprise appearance, edging out some Samsung mid-rangers and even Apple’s iPhone 16 Plus.

This marks Samsung’s first return to the top 10 with an Ultra-branded flagship since Q2 2024, when the Galaxy S24 Ultra landed in ninth place. Notably, when the S24 Ultra debuted in Q1 2024, it ranked fifth globally, suggesting a slightly less impactful launch for the S25 Ultra by comparison.

Samsung Leads Android in European Market

In March 2025, Samsung made a clean sweep across multiple price tiers in Europe, occupying five consecutive slots from fourth to eighth:

• Galaxy S25 Ultra – 4th
• Galaxy S25 – 5th
• Galaxy S24 – 6th
• Galaxy A55 – 7th
• Galaxy A16 5G – 8th

The S25 Ultra emerged as Samsung’s best-performing device in Europe, besting both its flagship siblings and every Android rival, including Google’s Pixel lineup and Xiaomi’s Mi and Redmi series.

Apple’s Slippage and Pricing Concerns

One of the more surprising takeaways from the March data was Apple’s relative underperformance in Europe. While Apple remained dominant overall, its iPhone 16e and iPhone 15 fell behind Samsung’s key models in the region.

Analysts point to pricing as a primary factor. The iPhone 16e, priced at €699, significantly overshoots previous SE editions—€479 in 2020 and €519 in 2022—making it a tougher sell in a price-sensitive European market.

Looking Ahead

While these figures may vary slightly across market analysts, the trends are clear: Samsung and Apple remain the undisputed leaders in both global and European smartphone markets. However, Samsung’s broad appeal—from budget to premium devices—appears to be helping it gain ground, especially in Europe.

Whether the Galaxy S25 Ultra can maintain or improve its global standing in the coming quarters will depend on sustained demand, competitive pricing, and how rivals like Apple, Xiaomi, and Google respond.