Apple has experienced one of its strongest years recently, with the iPhone 17 series becoming one of its best-selling smartphone lineups. This success is expected to help Apple surpass Samsung as the world’s leading smartphone vendor for the first time in over a decade.
In addition to the iPhone, 2025 was significant for Apple as it strengthened its position in the ARM chipset race with the M5, which is used across a range of devices including iPads, MacBooks, and the updated Vision Pro.
The AirPods Pro 3 delivered impressive noise cancellation and upgrades over the previous model, AirPods Pro 2. However, some of Apple’s risks didn’t pay off, particularly with the iPhone Air.
Apple’s artificial intelligence initiatives remain underdeveloped, and the revamped Siri has yet to be released. Here’s a summary of Apple’s successes and shortcomings in 2025.
Winner: iPhone 17 series
The iPhone 17 series continued Apple’s tradition of refinement, achieving significant sales success. The iPhone 17 is considered one of the best devices in Apple’s current lineup, featuring a long-awaited ProMotion display upgrade, an 18MP multi-aspect selfie camera, the latest A19 chipset, and 256GB of base storage—all at the same starting price as its predecessor.
The 17 Pro and 17 Pro Max introduced a new design with bold colors, dedicated vapor chamber cooling systems, updated 48MP periscope telephoto cameras, and increased battery sizes and RAM. These models quickly became top sellers, helping Apple maintain its lead in key markets.
Loser: iPhone Air
Despite high expectations, the iPhone Air struggled to resonate with consumers, primarily due to its focus on being thin and lightweight. While it features a premium build and a flagship A19 Pro chipset, compromises in camera quality, sound performance, and battery life impacted sales significantly.
Apple seems to be stepping back from a successor for the Air, which is losing value quickly. Additionally, the key designer behind the Air has left the company, affecting future developments in this category.
Loser: iPhone 16e
Another problematic release was the iPhone 16e. Priced at $599, this model offered features that felt outdated, such as a single 48MP camera with a smaller sensor and an OLED display with lower refresh rates. The lack of MagSafe and limited color options further diminished its appeal.
Winner: MacBook Pro 14 with M5 chip
The latest 14-inch MacBook Pro has emerged as a standout laptop, retaining favorable features like premium build quality and a high-quality display. The new M5 chip enhances performance with notable improvements in graphics capabilities, memory bandwidth, and battery life, maintaining consistent performance across generations.
Losers: Apple Intelligence/Siri 2.0
For the second consecutive year, Apple’s AI initiatives have been disappointing. Although some features were introduced, the new version of Siri remains overdue and is seen as a missed opportunity.
Winner: AirPods Pro 3
The AirPods Pro 3 have successfully built on the strengths of the previous model, offering top-tier noise cancellation and transparency modes, alongside quality microphone performance and health tracking features. Enhanced battery life and integration with Live Translation further solidify its position in the wireless earbud market.
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