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We’re set to get a new smartphone champion, and you won’t be surprised who that is

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We’ve been hearing that the sales of the iPhone 17 series were exceptional, but things may look even better for Apple than expected. The company is set to conclude the year as the world’s top smartphone company and keep that title for some time.

Apple will be the biggest smartphone maker in the world in 2025

Apple is set to become the largest smartphone maker in the world, according to a Counterpoint Research report cited by Bloomberg. The company will return to the top position for the first time in more than ten years thanks to the success of the iPhone 17.iPhone sales will record a 10% growth in 2025, compared to only a 4.6% increase for Samsung smartphones. Both companies are beating the overall smartphone market growth, which is expected to expand by 3.3% in 2025. Apple is projected to claim a 19.4% market share, putting it at number 1 for the first time since 2011.

A long-term success for Apple

One of the main reasons for Apple’s success appears to be what Counterpoint analyst Yang Wang calls an inflection point in the replacement cycle.

Consumers who purchased smartphones during the Covid-19 boom are now entering their upgrade phase. Furthermore, 358 million secondhand iPhones were sold between 2023 and Q2 2025. These users are also likely to upgrade to a new iPhone in the coming years.

Yang Wang, Counterpoint Research, November 2025

Thanks to those processes, Apple is likely to extend its lead over the coming years and remain the top smartphone seller until at least 2029. The company’s future plans are certainly going to help. The company is expected to launch a foldable iPhone and an improved iPhone 17e next year, and redesigned iPhones in 2027.

Launching good phones helps sales

This year will be remembered with the remarkable improvements of the vanilla iPhone 17 and the iPhone 17 Pro models, and the success of the Galaxy Z Fold 7. What they have in common is that Apple and Samsung finally listened to the criticism and improved their phones in the most meaningful way. As I’ve said before, good phones sell well, and now we have undeniable proof of that.

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Ilia, a tech journalist at PhoneArena, has been covering the mobile industry since 2011, with experience at outlets like Forbes Bulgaria. Passionate about smartphones, tablets, and consumer tech, he blends deep industry knowledge with a personal fascination that began with his first Nokia and Sony Ericsson devices. Originally from Bulgaria and now based in Lima, Peru, Ilia balances his tech obsessions with walking his dog, training at the gym, and slowly mastering Spanish.

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Travel

You may be surprised which iPhone 17 accessory is selling very well

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Just like every year, Apple launched a bunch of accessories along with the iPhone 17 series and the iPhone Air. One of the more controversial products was the Crossbody Strap, which surprised many people, especially in the US. Apparently, many others are happy with it, and it may be a hit for the company.

Apple’s Crossbody Strap shipment dates have long delays for most colors

About a month after launching the iPhone 17 series, the Crossbody Strap is seeing delivery estimates of over a month for most colors. Only some of the colors are ready to ship relatively soon, according to Apple’s own website.

Out of the 10 available colors, Tan, Light Gray, and Black appear to be easily available and have shipping dates in the next few days. The Neon Yellow version can be shipped in late October, and the delivery estimate for the remaining six colors is in early November.

Just like with the iPhone, shipping dates are not the best way to gauge the interest in the Crossbody Strap. Part of the delays may be due to higher interest, but lower supplies could also explain the delays.

Straps are having a moment

Apple is not the only company that has started offering a strap this year. Recently, Google announced its own Rope Wristlet. Meant mainly for the Pixel 10 series, Google’s accessory is compatible with any USB-C phone that uses a case. Even more importantly, it costs $7, which is way more affordable than the $59 Apple charges for its own lanyard.

Other companies have also offered various types of lanyards and other accessories to make carrying our ever-bigger smartphones easier. While not very popular in the US, those accessories are quite common in other parts of the world.

We’re in the strap era

I don’t use any type of strap in my daily life, but I appreciate having one for certain situations, like going to the beach or on a tour. Apparently, other people feel the same way, allowing Apple to have another hit product.

You may be surprised which iPhone 17 accessory is selling very wellYou may be surprised which iPhone 17 accessory is selling very well

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Ilia, a tech journalist at PhoneArena, has been covering the mobile industry since 2011, with experience at outlets like Forbes Bulgaria. Passionate about smartphones, tablets, and consumer tech, he blends deep industry knowledge with a personal fascination that began with his first Nokia and Sony Ericsson devices. Originally from Bulgaria and now based in Lima, Peru, Ilia balances his tech obsessions with walking his dog, training at the gym, and slowly mastering Spanish.

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Travel

One of the new iPhones is a flop, and you won’t be surprised which model that is

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Even Apple was surprised by the strong preorders for the new iPhones, which prompted the company to increase its production. About two weeks after the launch of the iPhone 17 series, the demand for it appears to stay so strong that analysts are getting optimistic about next year. However, there’s one exception.

The iPhone 17 models are selling well, while the iPhone Air is flopping

Analysts at Morgan Stanley said that demand for the iPhone 17 series has been “modestly stronger” than the investment banking firm’s initial expectations. The data is based on information from Apple’s supply chain and the shipping estimates on Apple’s online store.Unsurprisingly, the devices that are enjoying the reported strong demand are the iPhone 17, iPhone 17 Pro, and iPhone 17 Pro Max. As for the super slim iPhone Air, the demand for it has faced a “relative weakness.” Part of the reason for that discrepancy may be that the iPhone Air is not available in China.

Optimism about the iPhone 18

The strong results of the iPhone 17 series also spark excitement about the performance of the iPhone 18. The analysts think that the demand for new iPhones will be mostly based on owners of what it calls “an aged iPhone installed base in need of upgrades.”

Another key factor for Apple’s success in 2026 will be the expectation for a strong lineup with six new devices. While the specific models aren’t specified, those are likely to include the iPhone 18 lineup, the follow-up to the iPhone Air, the iPhone 17e, and the iPhone Fold.

Unsurprising results for the iPhone Air

Apple has made many compromises with the iPhone Air, and the market is responding accordingly. Just like the Galaxy S25 Edge, Apple’s slim phone is performing better than expected, but it still has a worse battery than what feels comfortable to many people. While that’s the new smartphone trend, I don’t think Apple will find much success with the thin phone, even if its general results stay good.

One of the new iPhones is a flop, and you won’t be surprised which model that isOne of the new iPhones is a flop, and you won’t be surprised which model that is

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Ilia, a tech journalist at PhoneArena, has been covering the mobile industry since 2011, with experience at outlets like Forbes Bulgaria. Passionate about smartphones, tablets, and consumer tech, he blends deep industry knowledge with a personal fascination that began with his first Nokia and Sony Ericsson devices. Originally from Bulgaria and now based in Lima, Peru, Ilia balances his tech obsessions with walking his dog, training at the gym, and slowly mastering Spanish.

Read the latest from Ilia Temelkov

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Travel

You’ll be surprised — Apple is already testing the update with the long-promised features for your iPhone

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iOS 26 is still in beta testing and will be introduced officially with the new iPhone 17 series in September. However, there are web logs already showing signs that there are devices running iOS 26.4 visiting websites, reportedly. 

Apparently, some devices testing iOS 26.4 are already on the internet, according to MacRumors’ visiting logs. This pretty much means testing for the next big update for iPhones is already underway. Of course, there’s not much that we can learn in terms of features from the logs, other than the operating system that is installed on a device that visited the website. 

It’s curious, though, that Apple is testing the OS early. iOS 26.4 is expected to be released early next year. 

It’s hard to know exactly what Apple will include in this update. We are still waiting for the promised contextual Siri that Apple failed to give us when it promised, so this could be one of the things coming then. Additionally, some rumors indicate there would be new emojis, but obviously, this isn’t such a big deal (and can arrive at any time with any update, really). 

Usually, emoji updates are timed when there is faster user adoption possible. For example, last time, iOS 18.4 had new emojis.

Mainly, though, rumor has it the long-awaited Apple Intelligence and context-aware Siri are expected to come in iOS 26.4. Those features are said to be backed by Apple’s in-house LLM (Large Language Model) if rumors are to be believed. 

iOS 26.4 could potentially come in April of 2026. Hopefully, this update will put Apple back in the game when it comes to generative AI. And it makes quite a lot of sense for Apple to be testing the OS update already, if it’s going to be packed with features or with serious Apple Intelligence updates. 

I think that Apple really needs to speed things up with the promised context-aware Siri. It hyped it a lot during WWDC last year, then it didn’t happen with the iPhone 16, and now it’s been postponed. The promised features are seriously cool though: Siri knowing your schedule and suggesting things to you, or being more conversational… but that’s yet to come. 

Let’s hope waiting for the Apple Intelligence features this time around won’t be like last time, when, with every new OS release, we were disappointed by the lack of the Siri 2.0 update. 

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Izzy, a tech enthusiast and a key part of the PhoneArena team, specializes in delivering the latest mobile tech news and finding the best tech deals. Her interests extend to cybersecurity, phone design innovations, and camera capabilities. Outside her professional life, Izzy, a literature master’s degree holder, enjoys reading, painting, and learning languages. She’s also a personal growth advocate, believing in the power of experience and gratitude. Whether it’s walking her Chihuahua or singing her heart out, Izzy embraces life with passion and curiosity.

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