Apple led global smartphone sales with the iPhone 16 in the third quarter of 2025 while simultaneously accelerating demand for the iPhone 17 lineup and expanding its promotional footprint in the United States, according to new analyses from Counterpoint Research.


Counterpoint Research's Global Monthly Handset Model Sales Tracker shows that the ‌iPhone 16‌ was the best-selling smartphone worldwide during the third quarter of 2025. Well into its second year of life, the device's sustained performance is attributed to continued demand among users upgrading from older iPhone generations, expanded carrier promotions in developed markets, and the broad appeal of the standard ‌iPhone‌ configuration in regions where ultra-premium models represent a smaller share of total volume.

Alongside the ‌iPhone 16‌'s continued leadership, Counterpoint says the iPhone 17 Pro Max entered the quarterly global top-10 list and became the best-selling smartphone in September 2025, despite "limited availability towards the end of the quarter." According to the firm, demand for the ‌iPhone 17 Pro‌ and ‌iPhone 17 Pro‌ Max was strengthened by a large cohort of users who purchased iPhones during the COVID-19 period and returned for major upgrades this year. New features such as a 48-megapixel telephoto camera with 8x optical zoom and a vapor-chamber cooling system represent one of Apple's most substantial year-over-year camera and thermal architecture revisions and contributed materially to monthly sales growth.

The same dataset indicates that, while Apple maintained its position at the top of the global rankings with the ‌iPhone 16‌ and expanded momentum with the ‌iPhone 17 Pro‌ Max, Samsung increased its presence in the top-10 list to five positions, all from the Galaxy A series.

A separate Counterpoint analysis of the global foldable smartphone sector shows that the premium market segment where Apple has not yet entered continued to grow at a materially faster pace than the broader industry. The firm reports that global foldable shipments increased 14% year-over-year in the third quarter of 2025, which is the highest quarterly shipment volume ever recorded for the category.

Counterpoint attributes much of this performance to Samsung's Galaxy Z 7 series, especially the Galaxy Z Fold 7, which generated "exceptionally strong consumer response" due to a slimmer and lighter enclosure, reduced crease visibility, and an upgraded hinge mechanism designed for improved durability. While Apple has not released a foldable ‌iPhone‌, rumors suggest that the company will debut such a device as soon as next year.

Meanwhile, Counterpoint's U.S. Weekly Smartphone Promotions Index shows that Apple intensified its promotional activity in response to unusually early and aggressive Pixel 10 discounts led by Google. Apple finished the period overtaking Google.
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Apple today announced that Fitness+ is expanding to 28 new markets on December 15 in the service's largest international rollout since launch, accompanied by new language dubbing and a K-Pop music genre.


Apple Fitness+ will become available in Chile, Hong Kong, India, the Netherlands, Singapore, Taiwan, and additional regions on December 15, with Japan scheduled to follow early next year. The expansion increases total availability to 49 countries.

Hundreds of sessions will initially be available with digitally generated voice dubbing in Spanish and German, with Japanese added when the service launches in Japan. New dubbed episodes will be released weekly across all supported regions.

The new dubbing system uses a generated voice modeled on each of the 28 Fitness+ trainers' real voices. Users will be able to switch audio tracks after starting a session or set a preferred language in the Fitness app, which will automatically default to the dubbed version when available. Apple has not previously offered dubbed workout content on Fitness+, instead relying on subtitles for non-English markets since the service launched in 2020.

Apple is also adding a new K-Pop music genre to the service, which will be available across workout types. The new category joins existing genres such as Upbeat Anthems, Latest Hits, Hip-Hop/R&B, and Latin Grooves. Apple also noted that the latest episode of Time to Walk features Japanese Formula 1 driver Yuki Tsunoda, and is available today.

Fitness+ is currently available in Australia, Austria, Brazil, Canada, Colombia, France, Germany, Indonesia, Ireland, Italy, Malaysia, Mexico, New Zealand, Portugal, Russia, Saudi Arabia, Spain, Switzerland, the UAE, the UK, and the U.S. The service will reach the newly announced 28 markets, which include Norway, Poland, the Philippines, Sweden, Vietnam, and others, on December 15.
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Apple today announced an expansion of the Apple Manufacturing Academy with a new set of virtual training programs for small- and medium-sized businesses across the United States.


The update marks the first time the Academy's training has been accessible online. It was previously only available via in-person sessions in Detroit. Apple describes it as a free resource intended to accelerate innovation among American manufacturers as part of its broader plan to invest $600 billion in the U.S. economy over the next four years.

Apple said the new online courses cover a range of advanced manufacturing topics, including automation, predictive maintenance, quality control optimization, and the use of machine learning with vision systems. The training program also incorporates professional development content on communication and presentation skills to help participants prepare for operational and leadership roles.

The expanded program is intended to increase access for companies that have not been able to attend in-person sessions. Launched in collaboration with Michigan State University (MSU) in August, the Apple Manufacturing Academy has already provided hands-on training and consultation to more than 80 businesses from Florida, Indiana, Michigan, Missouri, and Utah.

Businesses enrolled in virtual programming at manufacturingacademy.msu.edu. The current learning materials form the initial phase of what Apple says will be a continuously expanding digital curriculum.
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A new image shared by prototype collector and leaker Kosutami appears to show parts designed for an unreleased all-black Apple Vision headset.


The image shows what seems to be a Vision Pro's left power strap and audio pod with the attached power cable. It seems to be identical to Apple's existing hardware, but uses a dark finish not seen on any production Vision Pro hardware.

Kosutami previously claimed that Apple has been testing a thinner and lighter mixed-reality headset referred to internally as "Vision Air," featuring a Midnight-colored exterior and reduced weight achieved by switching several structural components and the battery enclosure to titanium. According to the leaker, this model would retain an aluminum exterior but adopt a deep bluish-black finish rather than the Vision Pro's current silver and white.

Earlier this year, Kosutami also shared images of a new Lightning-style connector in Midnight said to be intended for a next-generation Vision headset. The existing Vision Pro uses a 12-pin connector, while the unreleased cable featured only eight pins, which seemed to indicate that Apple may have been redesigning the external battery system for future headsets.

Apple had been widely expected to release a lower-cost headset called the "Vision Air," as well as a redesigned second-generation Vision Pro. However, Bloomberg reported in October that Apple paused development of all Vision headsets in order to accelerate work on AI-powered smart glasses.
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India is reviewing a proposal that would require Apple to keep GPS location services permanently active on every iPhone sold in the country, according to Reuters.


Under the proposal, smartphone makers including Apple would be required to activate satellite-assisted GPS on their devices at all times with no option for users to disable the feature. The Cellular Operators Association of India (COAI) argues that location data from cell tower triangulation is not sufficiently precise for investigative use and that authorities should have access to meter-level coordinates provided by GPS.

GPS is typically activated only when specific apps request location access or when an emergency call is placed. The COAI has also asked the government to require smartphone makers to disable pop-up notifications that inform users when a carrier is attempting to access location information.

Apple has formally opposed the proposal. In a letter sent in July by the India Cellular & Electronics Association (ICEA), which represents Apple and Google, the companies warned the government that forcing GPS to remain active at all times would constitute a regulatory overreach.

The news comes shortly after India reversed a separate directive that would have required all smartphone makers, including Apple, to preinstall a government app and prevent users from disabling its functions. The order was rescinded after widespread criticism.
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Apple's senior vice president of hardware technologies Johny Srouji could be the next leading executive to leave the company amid an alarming exodus of leading employees, Bloomberg's Mark Gurman reports.


Srouji apparently recently told CEO Tim Cook that he is "seriously considering leaving" in the near future. He intends to join another company if he departs. Srouji leads Apple's chip design and pioneered the transition to Apple silicon.

Earlier this week, it emerged that Meta had hired multiple significant Apple employees, including longtime Apple designer Alan Dye, while conducting its own recruiting blitz for AI and smart glasses development. Meanwhile, Apple announced the retirement of Senior Vice President and General Counsel Kate Adams, Lisa Jackson, Vice President of Environment, Policy and Social Initiatives, and AI chief John Giannandrea. Earlier this year, Apple lost Chief Operating Officer Jeff Williams, who is retiring, and Chief Financial Officer Luca Maestri. There have also been rumors about Apple CEO ‌Tim Cook‌ retiring, with rumors suggesting he is preparing to leave his role as soon as next year.

Gurman says that the losses are partly due to veteran executives nearing retirement age, but there is still a "disconcerting brain drain" taking place in the company. Nevertheless, Gurman says the accumulative weight of the departures all adds up to "one of the most tumultuous stretches of Cooks tenure." Some of the losses are said to be a "cause for deep concern," and Cook is now looking to prevent further loss of leading talent with stronger compensation packages.

Gurman notes that "Apple hasn't launched a successful new product category in a decade," leaving it increasingly vulnerable to having its talent poached by more agile rivals who are said to be better equipped to develop the next generation of devices and AI technologies.

Cook himself is thought to be likely to join the exodus and step down in the not-too-distant future. He turned 65 last month and now exhibits a noticeable, unexplained tremor in his hands. He is likely to transition to the role of chairman, rather than vacate the company entirely.

The departure of Srouji is said to be "a more imminent risk" and Cook is purportedly working hard to retain him by offering a substantial pay package and the potential of more responsibility. Some executives have suggested elevating Srouji to the role of chief technology officer. This would move him to oversee a broad range of hardware engineering and silicon technologies, making him Apple's second-most powerful executive.

Gurman says this change would likely require John Ternus to be promoted to CEO, but Srouji apparently would prefer to not work under a different CEO, even with an expanded remit. If he does leave, Srouji would likely be replaced by Zongjian Chen or Sribalan Santhanam. Beyond Srouji and the other reported departures, Apple is believed to be contending with a significant talent drain among its key engineers.

Gurman explains that there has been "a broader collapse within Apple's artificial intelligence organization" triggered by AI models chief Ruoming Pang departing earlier this year, along with colleagues such as Tom Gunter and Frank Chu. Apple lost Siri and search overseer Robby Walker, as well as his replacement, Ke Yang, to Meta.

Apple's AI group is apparently suffering from low morale and there is growing worry over the increasing use of external AI technology such as Google Gemini. Around a dozen of Apple's leading AI researchers have also now departed.

The company's AI robotics software team has seen widespread departures, including its leader Jian Zhang, who joined Meta. The user interface team has also lost members, such as Billy Sorrentino, culminating in Dye's exit.

Apple's hardware design group "has been nearly wiped out," with many employees vacating to other companies or following former design chief Jony Ive to his studio, LoveFrom. Abidur Chowdhury, the designer behind the iPhone Air who narrated its unveiling in September, left for an AI startup.

The company has lost a key director in charge of display technologies, Cheng Chen, to OpenAI. He also oversaw the optics of the Vision Pro headset. In addition, one of Apple’s top hardware engineering executives, Tang Tan, similarly left for OpenAI.

Apple has even lost the dean of Apple University, Richard Locke. Apple University is the internal program intended to preserve the company's practices and culture following the death of Steve Jobs.

The exodus has become a major concern for Apple's leadership, which has instructed human resources to ramp up recruitment and retention efforts. See Gurman's full report for more information.
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