For those following technology developments closely, it might seem as though Apple is facing a significant downturn. The company is indeed experiencing challenges in the realm of artificial intelligence, especially when compared to competitors such as ChatGPT, Google, and Microsoft, who have been making swift advancements. Apple’s AI division is struggling, with a few features implemented—like Clean Up and Writing Tools—yet notable upgrades, particularly regarding Siri’s AI enhancements, remain absent.

The current state of affairs is far from ideal. Apple unveiled these AI features alongside the launch of the iPhone 16 series, even showcasing Bella Ramsey from The Last of Us in a now-removed advertisement for the AI-integrated Siri. In stark contrast to the tech sector’s intensified focus on AI innovations, Apple appears to be lagging curiously behind. The situation might be more serious than it seems.

The iPhone Keeps Dominating Sales

While this post doesn’t attempt to analyze every aspect of Apple’s performance, it is evident that the iPhone segment continues to thrive. Market research firm Counterpoint reported that the best-selling smartphones for Q1 2025 revealed Apple’s iPhone 16 ranked first globally, followed closely by the 16 Pro Max, 16 Pro, and the iPhone 15. In fact, during Q1 2024, Apple also dominated the top four sales spots with the 15 Pro Max leading the pack.

Samsung secured the next three positions just as it did in 2024, with the Galaxy A16 5G in fifth place, trailed by the Galaxy A06 and the Galaxy S25 Ultra. The Redmi 14C 4G cracked the top ten at eighth, even though it isn’t available in the U.S., followed by the Galaxy A55 5G and the iPhone 16 Plus.

This data conveys a clear message: the iPhone remains an influential player on the global stage. In both Q1 2024 and 2025, Apple claimed five of the top ten positions. The only variance was the iPhone 15 Plus being replaced by the 16 Plus. Samsung continues to be a formidable competitor, having shifted from five models in the top ten to just four; good on Redmi for capturing that eighth position.

The Power of Ecosystems

It’s particularly intriguing to observe the iPhone maintaining its stellar performance in 2025, especially given Apple’s failure to fully meet its AI commitments related to the iPhone 16 series. Interestingly, Counterpoint’s findings show that the iPhone 16e, marketed as a more budget-friendly model, ranked sixth among smartphones sold in March. Clearly, consumers are still flocking to purchase iPhones.

It’s plausible that buyers are influenced by Apple’s historical marketing. The company continues to prominently feature Apple Intelligence in its advertising, which may spark interest in iPhones. However, skepticism remains. If AI truly trumped other considerations, consumers would likely gravitate towards brands that have consistently implemented AI features, notably Samsung and Google. Google’s recent I/O event was almost entirely focused on AI, and Android devices increasingly showcase advanced AI tools. Therefore, it raises questions regarding whether Samsung’s impressive showing in smartphone sales is mainly due to its AI advancements.

Observations of best-selling smartphones reveal an established market behavior. Many individuals exhibit brand loyalty, preferring either Galaxies or iPhones. Frequent phone upgrades among users—especially within the Android ecosystem—indicate a tendency to stick to the familiar brand. Majority of iPhone owners choose to replace their phones with new iPhones, while Samsung enthusiasts tend to remain in the Galaxy lineup. The dominance of these ecosystems illustrates the importance of invested digital lives—including messaging, purchases, and data storage—making users unlikely to switch platforms.

AI Interest Alone Doesn’t Drive Smartphone Purchases

AI undoubtedly reigns as the major trend in the technology landscape, and many people are actively utilizing it. However, it seems unlikely that consumers factor AI heavily in their decision-making when purchasing devices, particularly smartphones. Instead, customers often select a phone that appeals to them, subsequently downloading necessary AI applications. For instance, even with Apple integrating ChatGPT into iPhones, many users continue to maintain the standalone ChatGPT app. AI features enhance usability but aren’t sufficient motivators to shift consumer buying behaviors on a large scale. If OpenAI were to launch a smartphone, it’s probable that it wouldn’t draw significant interest.

Looking to the future, the growing integration of AI capabilities may lead buyers to gravitate toward devices that seamlessly leverage these tools. Android appears to be ahead in this regard, as evidenced by Google’s transition from its traditional assistant to Gemini. This could result in Galaxy phones gaining more traction in upcoming sales reports, potentially even introducing a few Pixels into the mix. Alternatively, customers might prefer downloading specific applications to satisfy their AI needs while prioritizing other features when choosing their next device.

While the future remains uncertain, current observations reflect a dual reality: considerable discussions surrounding ChatGPT coexist with a steady demand for iPhones. Outside the tech news arena, there appears to be minimal discourse around Apple’s difficulties in the AI domain.