Samsung may be facing sluggish sales of its ultra-thin Galaxy S25 Edge in Australia, but the tech giant is more than making up for it with the blockbuster success of its Galaxy S25 Ultra.

According to several market researchers, the S25 Ultra has become the go-to device for consumers making the switch to Android, helping Samsung dominate the global smartphone landscape.

The Galaxy S25 Ultra is now the world’s best-selling smartphone, outperforming competitors even in highly competitive markets like China, where consumers enjoy a wide range of premium options — with Oppo being the notable exception in Australia.

As of May 2025, Samsung had shipped an impressive 8.39 million units of the S25 Ultra globally. This figure dwarfs the combined shipments of rival Chinese flagships: the Oppo Find X8 Ultra (210,000 units), Vivo X200 Ultra (219,000 units), and Xiaomi 15 Ultra (586,000 units).

Samsung has also overtaken Apple to claim the top spot in global smartphone sales. In Q1 2025, the South Korean brand shipped 60.5 million smartphones, securing a 20% market share, according to Canalys. Apple followed closely behind with 55 million units shipped and a 19% share. Data from Counterpoint Research also showed Samsung leading the market with a 19% share amid a modest 2% increase in overall shipments in Q3 2024.

Despite its premium price tag of over $2,000, the S25 Ultra forgoes some of the headline-grabbing specs seen in Chinese flagship models — such as 1-inch camera sensors, 6,000mAh+ batteries, or cutting-edge silicon-carbon battery technology.

However, Samsung’s edge lies in its vertical integration. A significant portion of components inside its premium smartphones are made in-house — the same components it also supplies to Apple and various Chinese manufacturers. This supply chain advantage has proven to be a key strength.

Oppo Find X8 Pro.

Additionally, Samsung continues to leverage its decades-long global marketing reach, robust carrier relationships, and strong after-sales support — factors that also contribute to its growing presence in other segments, like OLED TVs.

Exclusive features like the built-in S Pen and the widely adopted “Circle to Search” tool, used by more than half of S25 Ultra owners, have also played a critical role in driving demand for the flagship device.