Samsung's Galaxy S25 lineup outsold its predecessor by 5% in its first 10 months, with the Ultra model leading the charge despite a slow February launch.
Samsung's latest flagship smartphones have achieved a significant milestone, with the Galaxy S25 family outselling its predecessor despite a challenging launch period. According to new research from Counterpoint Research, Samsung's Galaxy S25 devices sold 5% more than the Galaxy S24 series during the first ten months following their respective releases.
The sales comparison, which tracked performance from February through December of each model's release year, reveals an interesting trajectory for Samsung's 2025 flagship lineup. While the Galaxy S25 family started the year with lower sales than the S24 series in February, the devices quickly gained momentum. By March, sales had matched the previous generation, and from April through December, the S25 lineup consistently outperformed its predecessor.
The Ultra Model Drives Success
The Galaxy S25 Ultra emerged as the standout performer within the family, selling 7% more units than the S24 Ultra during the comparison period. This premium model's success was particularly notable given that it achieved month-over-month sales increases in July and October, demonstrating sustained consumer interest throughout the year. The S25 Ultra's strong performance earned it a place among the Top 10 best-selling smartphones of 2025.
Family Sales Distribution
Within Samsung's flagship portfolio, the Ultra model continues to dominate sales, though its market share remained relatively stable between generations. The S24 Ultra represented 45% of its family's total sales, while the S25 Ultra accounted for 46% of the S25 family's sales. This consistency suggests that Samsung's strategy of positioning the Ultra as the premium flagship remains effective.
The standard Galaxy S25 captured 35% of its family's sales, slightly down from the S24's 36%. The Galaxy S25+ maintained parity with its predecessor, with both the S24+ and S25+ representing 19% of their respective family's total sales. This distribution pattern indicates that while the Ultra model drives the majority of sales, Samsung's full lineup continues to appeal to different market segments.
Market Implications
The Galaxy S25 family's ability to outsell the S24 series, despite a slower start, demonstrates Samsung's resilience in the competitive flagship smartphone market. The company's strategy of incremental improvements and ecosystem integration appears to be resonating with consumers, even in a market where year-over-year innovation can be challenging to achieve.
This sales performance comes at a crucial time for Samsung, as the company prepares for its next flagship launch cycle. The success of the S25 family, particularly the Ultra model's strong showing, provides a solid foundation for the anticipated Galaxy S26 series, which is expected to bring more substantial upgrades in areas like camera technology and processing power.
The sales data also highlights the importance of the Ultra model in Samsung's flagship strategy, with this premium variant consistently representing nearly half of total family sales. This trend suggests that consumers are willing to pay a premium for the additional features and capabilities offered by the Ultra model, reinforcing Samsung's approach to maintaining a clear hierarchy within its flagship lineup.
As the smartphone market continues to evolve, Samsung's ability to maintain and grow sales in its flagship segment will be crucial for the company's overall performance in the mobile device market. The Galaxy S25 family's success provides a positive indicator for the company's position heading into 2026 and beyond.
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