Introduction: The Samsung Galaxy S25 Ultra initially captured the market’s attention with strong sales, but its rapid fall from the top best-seller lists has raised concerns about the future of Samsung’s flagship Ultra lineup. As the iPhone 16 Pro Max continues to dominate, the upcoming Galaxy S26 Ultra faces an uphill battle to regain prominence in the competitive high-end smartphone market.
The Galaxy S25 Ultra has notably dropped off the Q3 2025 best-seller charts, while its main competitor, the iPhone 16 Pro Max, remains firmly in third place among global phone sales. This rapid decline in popularity for the S25 Ultra casts doubt on the success of Samsung's upcoming Galaxy S26 Ultra.
Galaxy S25 Ultra’s Popularity Stalls
During Q3 2025, the Galaxy S25 Ultra did not appear among the top ten most popular smartphones. Image Credit - Counterpoint.
Although the Galaxy S25 Ultra launched strongly in February, topping sales charts in Q1 and Q2, it failed to maintain momentum into Q3. Instead of climbing the rankings, it dropped out entirely and was replaced by the more affordable Galaxy A56. Interestingly, all Samsung devices in the Q3 best-seller list were from the budget-friendly Galaxy A series.
Meanwhile, Apple’s iPhone 17 Pro Max, released on September 19, managed to enter the list despite being available for only part of the quarter. Also, the iPhone 16e remained a top seller through both Q2 and Q3, signaling strong continued demand for Apple’s devices in this segment.
Samsung’s A Series Offers Stronger Consumer Value
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Is Samsung a Reliable Choice for High-End Phones?
Poll results (14 votes):
- It is: 28.57%
- It isn't: 57.14%
- Maybe only for foldables: 14.29%
What Lies Ahead for the Galaxy S26 Ultra?
The Galaxy S25 Ultra introduced two major enhancements compared to its predecessor: a slightly larger screen and an upgraded ultrawide camera sensor. On the other hand, rumors around the Galaxy S26 Ultra suggest more modest upgrades, primarily faster charging, a refined design, and the obligatory new chipset. Additionally, there are concerns Samsung may not maintain current pricing levels.
Despite being a high-tier device by design and quality, the Galaxy S26 Ultra faces challenges beyond its technical specifications—especially in visibility and consumer interest. With the iPhone 17 Pro Max poised to surpass the iPhone 16 Pro Max in sales, Samsung risks the S26 Ultra fading from best-seller lists just as quickly as the Galaxy S25 Ultra.
Reevaluation Crucial as Market Shifts
Samsung currently leads in the foldable segment, but Apple’s imminent launch of its first foldable threatens to disrupt this advantage. This parallels the previous shift when Apple dethroned Samsung as the leading seller of 5G phones with its own 5G debut device. Samsung may need to rethink its approach if it hopes to regain its footing in the premium smartphone arena.
