According to Counterpoint Research, 2025 was the year of the iPhone 16, which closed the year as the best-selling single model in the world, ahead of the iPhone 16 Pro Max and iPhone 16 Pro. Apple took as many as 7 of the 10 spots in the annual ranking, a result not seen this clearly in previous years.

Samsung remains the only Android maker able to break into the top 10, with the Galaxy A16 5G (best Android of the year), the Galaxy A06 4G in the entry-level tier, and the Galaxy S25 Ultra as its premium flagship, with growth of over 300% in Japan and double digits in India.

Here comes the main surprise, and it's a point worth getting right: contrary to what one might assume just by looking at individual brands growing, the global market in the first quarter of 2026 did not grow, it declined. According to IDC, worldwide shipments fell 4.1% year over year to around 290 million units (later revised to -2.9% on 294 million units in the final figures), ending a ten-quarter streak of consecutive growth that began in mid-2023.

The main cause is an unprecedented crisis in memory components: demand for DRAM and NAND chips from AI data centers has eroded availability for the smartphone industry, driving up component costs and forcing manufacturers to raise final prices, especially on entry-level models.

Despite the overall decline, not all manufacturers suffered equally. Samsung and Apple were the only two brands among the world's top five to grow year over year in the first quarter of 2026, thanks to their premium positioning, which makes them less exposed to rising memory costs.

IDC puts Samsung in first place with around 21.7% share and 3.6% growth, driven by demand for the new Galaxy S26 Ultra; Apple follows with 3.3% growth, boosted by a surge of over 30% for the iPhone 17 in China. Counterpoint, which uses a different methodology, flips the order and shows Apple in first place with around 21% share and 5% growth: the two research firms agree on the winners but not on the exact order, a useful reminder of how much market rankings depend on how shipments are counted.

On the opposite side, Xiaomi posted the steepest decline among the top five, around -19% year over year, followed by OPPO (whose figures now include Realme) and vivo, both down due to greater exposure to the budget segments hit hardest by the price hikes. Outside the top 5, HONOR stood out with the best growth of any of the top ten brands worldwide, driven by its international expansion.

The Galaxy S26 and Galaxy S26 Ultra launched at the end of February 2026, a few weeks later than Samsung's usual cycle. Despite this, demand for the Galaxy S26 Ultra was one of the key factors that brought Samsung back to first place in the quarter's global shipments according to IDC, with pre-orders up around 10% compared to the Galaxy S25.

The Galaxy S26 Ultra alone accounts for the majority of the entire S26 series volume, confirming a now well-established pattern: in the Android flagship tier, the "Ultra" model drives sales far more than the standard and Plus variants.

In the fourth quarter of 2025, the global average selling price of a smartphone crossed $400 for the first time in history, reaching around $402, and analysts expect it to approach $455 by the end of 2026. There are three main causes: the shortage of DRAM and NAND memory components, the broader "premiumization" trend across price lists, and increasingly longer phone replacement cycles, which push manufacturers toward higher margins per unit sold.

For travelers, this translates into something very concrete: more and more people will keep their smartphone longer before replacing it, which makes it even more important to know exactly what your current model supports, eSIM included, before you leave.

Globally, Android remains the dominant operating system, with a share that, according to StatCounter, stands at around 70% of active devices in mid-2026, against roughly 29-30% for iOS. Other sources, which weigh shipments differently from active usage, place Android a few points higher still, between 71% and 73%.

It's a balance that has held for nearly a decade: Android crossed 70% around 2017 and has hovered in that range ever since, while every other operating system (KaiOS, mobile Linux, the remnants of Windows) stays under 1% of the total.

The global figure hides sharp regional differences, worth knowing especially if your itinerary spans multiple continents:

• North America: iOS dominates with around 58-60%, Android around 40%. It's the only major region in the world where the iPhone is, strictly speaking, the majority device.

• Europe: a closer balance, with Android between 55% and 60% and iOS between 40% and 45%, growing slightly thanks to carriers pushing models like the iPhone 17e.

• Asia (excluding China): Android exceeds 75%, with peaks above 95% in India.

• Latin America: Android around 85-86%, iOS around 13%.

• Africa: Android over 90%, driven by Transsion's entry-level models (Tecno, Infinix, itel).

This isn't just a statistical exercise: knowing which smartphones dominate the market and how operating systems are distributed around the world has very concrete effects on people who move around often, whether for leisure travel, work trips, or living as a digital nomad moving between countries throughout the year.

An iPhone 16 bought in Italy behaves differently from an iPhone sold in mainland China when it comes to eSIM; an entry-level Android model built for an emerging market may not support eSIM at all; an older phone, kept longer precisely because of the rising prices discussed earlier, may have different requirements than the latest model released. Before you leave, knowing exactly what your device supports avoids unpleasant surprises on arrival at the airport.

There's no single "perfect" model for everyone, but a few criteria help frequent travelers navigate the most widespread models today (iPhone 16/17, Galaxy S25/S26, Galaxy A) described in this analysis:

• Native, reliable eSIM support, without having to check for unusual regional variants (a typical advantage of iPhones from the XS onward, Google Pixels from the 3 onward, and more recent Galaxy S/Z models).

• Real dual SIM (physical + eSIM, or dual eSIM), useful for keeping a local or work number alongside your travel data eSIM.

• Battery life and guaranteed long-term software updates, a factor that matters more now that replacement cycles are stretching out due to rising prices.

For a professional, an entrepreneur, or a digital nomad, the deciding factor is often eSIM compatibility itself: a device that lets you activate a data connection within minutes of landing, without hunting for a shop or a SIM kiosk at the airport, is a real operational advantage, not just a matter of convenience.

The most reliable way is to check directly on the device:

• iPhone: Settings → Cellular → "Add Cellular Plan". If the option doesn't appear, the model or regional variant (watch out especially for devices sold in mainland China) may not support eSIM.

• Android: Settings → Network & Internet → SIM → "Add eSIM" (the exact path varies slightly by brand).

In general, compatible devices include iPhones from the XS onward (including the second- and third-generation SE), Google Pixels from the 3 onward (with the exception of the US variant of the Pixel 3), Galaxy S20 and later along with several Z Fold/Flip models and some recent Galaxy A models, plus selected models from Huawei, Motorola, Xiaomi, OPPO, and HONOR. It's also always worth checking that the phone is unlocked: a carrier-locked device can block activation of third-party eSIMs even if the model itself would otherwise be compatible.

Many plans advertised as "unlimited" actually hide an FUP threshold: once you cross a certain amount of data, browsing speed is drastically reduced, even though the plan technically hasn't run out. For people traveling with multiple devices, working on video calls, uploading heavy content, or keeping maps running constantly, this hidden limit can turn into a practically unusable connection right in the final days of the trip.

A plan that's genuinely FUP-free keeps the same speed from start to finish of its validity period, regardless of actual data consumption.

BLIVALE's Unlimited eSIMs are built exactly for the traveler profile described in this analysis: people who move around often, work from multiple countries, or simply don't want to think about gigabytes during a vacation. The plan is genuinely unlimited, with no FUP and no gigabyte caps for the entire trip: no surprise slowdowns halfway through your stay.

On top of that, you get activation within minutes via QR code (often still from home, before departure), human support via WhatsApp and email, transparent pricing with no hidden costs, and, on the Europe plans, a real number with a French +33 prefix usable in 38 countries. No physical device to rent, charge, or return: the eSIM lives in the phone you already have.

First, check the eSIM compatibility of your model (see question 10). Once that's done, choosing the right plan mainly depends on the length and type of trip:

• Short vacation (7-10 days): a fixed-duration Unlimited plan covers the whole stay without any data calculations.

• Frequent traveler or business traveler who departs several times a year: a flexible plan lets you activate the connection only when you need it, with no long-term subscriptions.

• Digital nomad or long stay: a Premium plan built for maximum duration offers uninterrupted work through video calls, cloud tools, and professional apps without the risk of slowdowns halfway through the month.

If you're unsure which solution best fits your itinerary, the BLIVALE team responds within minutes via WhatsApp or email.