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Numbers have a way of telling stories you don't expect. Samsung's latest flagships didn't just hold their ground this year — they nudged ahead.
Counterpoint Research crunched sales from February through December of each release year and found the Galaxy S25 family finished about 5% higher than the Galaxy S24 lineup over that same span. Not a seismic shift. Still meaningful. Especially when the S25 Ultra alone recorded a roughly 7% lift versus the S24 Ultra.
The pattern wasn't linear. February started slow for the S25 series, matching S24 volumes in March before pulling ahead and staying there through December. Think of it like a horse that gathers speed after the first bend: steady, then accelerating.
That acceleration was most visible in the Ultra. The S25 Ultra posted month-on-month gains in mid-cycle months — July and October — and clinched a spot among the Top 10 best-selling smartphones of 2025. Premium models often carry the narrative, and here the Ultra carried the numbers.
Market share within the family barely shifted, yet the slight differences matter. The Ultra remains the dominant model: the S24 Ultra accounted for 45% of its family's sales, the S25 Ultra rose to 46%. At the same time the base S25 dipped to 35% from the S24’s 36%. Both the S24+ and S25+ held steady at 19% apiece.
So what does this mean for Samsung? Incremental gains, concentrated in the high end, point to a strategy paying off: keep the Ultra compelling and the portfolio will follow. Small percentage moves are often the prelude to larger trends in a crowded market.
Will Samsung lean even harder into the Ultra for the next cycle, or try to rebalance demand across the lineup? Watch the quarterly cadence — the real stories live in the months between launches.
Source: gsmarena
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