It is a pleasure to report that the The Brand House Collective, Inc. (NASDAQ:TBHC) is up 87% in the last quarter. But spare a thought for the long term holders, who have held the stock as it bled value over the last five years. Like a ship taking on water, the share price has sunk 72% in that time. The recent bounce might mean the long decline is over, but we are not confident. The million dollar question is whether the company can justify a long term recovery.
While the stock has risen 38% in the past week but long term shareholders are still in the red, let’s see what the fundamentals can tell us.
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Brand House Collective wasn’t profitable in the last twelve months, it is unlikely we’ll see a strong correlation between its share price and its earnings per share (EPS). Arguably revenue is our next best option. Generally speaking, companies without profits are expected to grow revenue every year, and at a good clip. That’s because it’s hard to be confident a company will be sustainable if revenue growth is negligible, and it never makes a profit.
In the last five years Brand House Collective saw its revenue shrink by 5.8% per year. While far from catastrophic that is not good. The share price fall of 11% (per year, over five years) is a stern reminder that money-losing companies are expected to grow revenue. We’re generally averse to companies with declining revenues, but we’re not alone in that. Fear of becoming a ‘bagholder’ may be keeping people away from this stock.
The company’s revenue and earnings (over time) are depicted in the image below (click to see the exact numbers).
NasdaqGS:TBHC Earnings and Revenue Growth September 14th 2025
This free interactive report on Brand House Collective’s balance sheet strength is a great place to start, if you want to investigate the stock further.
It’s good to see that Brand House Collective has rewarded shareholders with a total shareholder return of 23% in the last twelve months. Notably the five-year annualised TSR loss of 11% per year compares very unfavourably with the recent share price performance. The long term loss makes us cautious, but the short term TSR gain certainly hints at a brighter future. It’s always interesting to track share price performance over the longer term. But to understand Brand House Collective better, we need to consider many other factors. To that end, you should learn about the 5 warning signs we’ve spotted with Brand House Collective (including 3 which don’t sit too well with us) .
Of course Brand House Collective may not be the best stock to buy. So you may wish to see this free collection of growth stocks.
Please note, the market returns quoted in this article reflect the market weighted average returns of stocks that currently trade on American exchanges.
Have feedback on this article? Concerned about the content?Get in touch with us directly. Alternatively, email editorial-team (at) simplywallst.com.
This article by Simply Wall St is general in nature. We provide commentary based on historical data and analyst forecasts only using an unbiased methodology and our articles are not intended to be financial advice. It does not constitute a recommendation to buy or sell any stock, and does not take account of your objectives, or your financial situation. We aim to bring you long-term focused analysis driven by fundamental data. Note that our analysis may not factor in the latest price-sensitive company announcements or qualitative material. Simply Wall St has no position in any stocks mentioned.
Apple unveiled its next-gen phones this week and they are now on pre-order in the first wave of countries with a release scheduled for September 19. That would be Friday next week – in the meantime, let’s look at some alternatives.
We will focus on one kind of alternative – flip foldables. Apple dropped the iPhone Plus from its lineup and introduced the iPhone Air, a phone that measures only 5.64mm thick and weighs 165g. However, it doesn’t hit those marks without some sacrifices. Some say that this is a practice run, building components thin enough for a future foldable iPhone. But there’s no such device yet.
Apple iPhone 17 Air
The Samsung Galaxy Z Flip7 measures 6.5mm when unfolded and weighs 188g. Though that is with a battery that’s over 1,000mAh bigger (4,300mAh, 25W wired and 15W wireless charging) and it has a larger display – 6.9” vs. 6.5” on the Air. Not to mention the 4.1” cover display and two, count them!, two cameras (50+12MP). We joke, but the single 48MP camera on the $1,000 iPhone Air is an eyebrow-raising move. Anyway, the Z Flip7 is powered by the Exynos 2500.
The Motorola Razr Ultra 2025 uses the Snapdragon 8 Elite instead. It has comparable 7.0” inner and 4.0” cover displays and a 50+50MP camera. The battery on this one is even bigger (4,700mAh) and faster (68W wired, 30W wireless).
If the Ultra seems a bit pricey, the Motorola Razr+ 2025 offers a Snapdragon 8s Gen 3, 6.9”/4.0” displays and a 50+50MP camera (the second module is a telephoto lens, not ultra-wide like on the others) for less money. You do lose battery capacity (down to 4,000mAh) and charge speed (45W/15W), though. And note that this is only an 8/256GB configuration, while the Ultra has double the RAM and storage capacity.
The Motorola Razr 2025 is close to half the price of the Ultra, however, aside from the displays (6.9” LTPO main and 3.6” cover) and the IP48 rating, this phone is more of a mid-ranger with its Dimensity 7400X chipset. It has a 4,500mAh battery with 30W/15W charging and a 50+13MP camera.
The Apple Watch Ultra 3 brings an important upgrade that matches its adventurous spirit – satellite messaging. This includes SOS, short text messages and location sharing via Find My. Other changes include a refined LTPO3 display with wider viewing angles. Also, its cellular connectivity is 5G instead of 4G like other watches.
You could still buy the old Apple Watch Ultra 2, but right now the discount is quite minimal – you may as well get the improved model. Note that the Ultra 3 has Hypertension detection, which is expected to be enabled on select older watches via an update.
The Apple Watch Series 11 brings a couple of important changes – the highlights are improved battery life (up to 24h) and ceramic-coated glass that is reportedly 2x tougher than the glass on the Series 10. The improved battery life does enable sleep tracking and 24/7 heart rate and blood-oxygen tracking.
The Apple Watch Series 10 is still around with a $70 discount. Note that both watches are available in 42mm and 46mm sizes, aluminum and titanium, GPS and GPS+Cellular – the latter is a $100 upgrade.
The Apple Watch SE 3 is a more tangible upgrade to Apple’s affordable smartwatch. It brings Always-On Display and last year’s Apple S10 chipset (plus double the storage, 64GB). Also, charging is twice as fast as on the SE 2, getting 8 hours of use from a 15 minute charge. The Watch SE 3 is available in 40mm and 44mm sizes, in GPS and GPS+Cellular flavors.
Additionally, Apple launched the AirPods Pro 3. They offer double the ANC performance and live translation. The buds also have improved battery life. Additionally, a built-in heart-rate sensor lets you use them for workouts (without needing a watch or a chest strap).
Of course, the previous generation is still available at a $50 discount.
The Falkland Islands are known today for cool winds, broad grasslands, and very few trees. That modern picture is accurate, but it is not the whole story. Pollen found beneath the capital shows these islands once supported a cool-temperate forest – wet, shaded, and biologically rich.
The clue came from a dark, woody layer uncovered during construction in Stanley. It was not random debris.
It was a buried forest bed – plant-heavy sediment preserved in place – holding microscopic grains and real pieces of ancient wood.
Forest pollen and wood fragments
Scientists collected three kinds of evidence: pollen grains, spores, and chunks of fossilized wood.
Pollen and spores keep their species-specific shapes for millions of years when they get trapped in wet sediment and then buried.
Wood fragments preserve internal features that point to the type of tree and the conditions in which it grew.
This layer is lignitic – formed as plant material piled up in waterlogged, low-oxygen settings where leaves and twigs do not fully rot.
Over time, that mush compressed into a dense, carbon-rich stratum, likely in a shallow, protected basin near the coast.
Collecting and identifying samples
After the discovery, Dr. Zoë Thomas of the University of Southampton hurried to the site with colleagues to salvage fresh samples before they dried and cracked.
“The tree remains were so pristinely preserved they looked like driftwood,” recalled Dr. Thomas.
In the lab, the team separated tiny grains from the sediment and examined them under high magnification.
The mix showed southern beech (Nothofagus) and podocarps – Southern Hemisphere conifers – alongside moisture-loving plants that thrive in soggy ground.
“The fossil pollen, spores, and wood paint a much different picture of the ancient environment, providing direct evidence of cool, wet forests,” noted Michael Donovan, collections manager at Chicago’s Field Museum.
Reading the forest’s pollen and wood
Pollen alone can be misleading because wind can carry it far. That is why the wood matters.
Wood anatomy – cell sizes, pits, and rays – helps confirm whether pieces came from conifers or broadleaf trees and whether the community matches the pollen record.
Here, it does. The agreement points to a local forest, not distant pollen that drifted in.
Modern relatives of Nothofagus and podocarps form cool, mossy forests in parts of southern Chile and Patagonia.
Their presence in the Falklands’ fossil record supports the idea that the islands once held a wet, shaded habitat.
Dating the forest fossils
Radiocarbon dating tops out around 50,000 years, so the team turned to regional comparison. They lined up the Falklands’ pollen ‘cast’ with well-dated South American records.
When the same key pollen types appear and fade in the same order across sites, timelines can be matched.
Those comparisons point to the mid-to-late Cenozoic – tens of millions of years ago – when warmer intervals let rainforests extend to higher latitudes and outlying islands.
Selected photomicrographs of fossil pollen produced in an ancient forest by gymnosperm and angiosperm living relatives in the rainforest of southern South America. Click image to enlarge. Credit: Antarctic Science
Pollen explains the disappearing forest
Islands get new species in bursts. Seeds and spores ride wind, float on ocean debris, and travel with birds. During milder, wetter stretches, the odds of survival jump.
Once early trees took root in a sheltered, waterlogged basin, they could trap moisture, calm ground-level winds, and gradually build a stable community.
That is a familiar pattern in island biology. Given time and the right conditions, a few arrivals can turn into a functioning forest.
The climate shifted. Cooling trends and glacial cycles brought colder, windier conditions.
The Falklands lack high mountains to block strong westerlies or snag extra rainfall, and many soils are thin and peaty. Those factors make it hard for trees to outcompete grasses today.
Ecosystems do not just follow latitude. Local wind, rainfall, and topography set the rules. Under the current rules, open grassland wins across most of the islands.
Why does any of this matter?
Fossil evidence gives climate scientists real targets for testing models.
If a model run with mid-to-late Cenozoic conditions places a cool-temperate rainforest on the Falklands, that is a sign it is on track. If it does not, something is missing.
These checks turn evidence from a single site into valuable test data.
There is also a wider lesson. Ecosystems can move, shrink, expand, or appear in places that seem unusual by today’s standards.
The Falklands’ buried forest shows how temperature, rainfall, and wind can reshuffle living communities over long spans of time.
Building the case
Fieldwork documented and sampled the lignitic layer in place. Lab work isolated pollen and spores, then identified them under microscopes.
Wood pieces were sectioned to reveal diagnostic features. Together, those signals established both habitat and local origin.
For age, researchers matched the Falklands’ pollen sequence to dated South American profiles, tracking the same marker taxa as they rose and fell.
That approach pinned the layer to a deep time window without relying on radiocarbon.
What have we learned?
To sum it all up, hidden beneath Stanley on the Falkland Islands lies a pollen record of a cool, wet forest dominated by southern beech and podocarp relatives, growing in a sheltered, waterlogged basin.
The age falls in the mid-to-late Cenozoic, when warmer intervals allowed trees to push farther poleward and onto islands.
This clear snapshot – written in pollen, spores, and wood – adds a useful data point to Earth’s climate history and helps scientists check the tools we use to understand past, present, and future change.
The full study was published in the journal Antarctic Science.
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Olivier-winning actress Elaine Paige is giving Broadway.com listeners a chance to hear her BBC Radio 2 show Elaine Paige on Sunday. This week, she talks about her star turn at Radio 2 in the Park, and the West End revival of Lionel Bart’s Oliver!, which she recently went back to see. Catch the full episode by clicking the link below!
Semaglutide (Ozempic, Wegovy; Novo Nordisk), a weight loss and diabetes glucagon-like peptide-1 (GLP-1) receptor agonist, demonstrated significant reductions in cocaine-seeking behavior in rats, according to research conducted by scientists from the University of Gothenburg in Sweden and the University of Pennsylvania. The study authors, who published their findings in the journal European Neuropsychopharmacology, noted that the results need to be confirmed in humans but suggest that the drug has the potential of being developed as a treatment for cocaine dependency.1,2
“This is animal work, so at the moment, we can’t say that we have anywhere near a viable treatment for human cocaine dependency. We need a bigger study to confirm these results, and then we need to see if the findings also apply to humans. However, these results are very promising, underlining the need for human studies, especially since there are no existing pharmacological treatments for cocaine dependency,” Elisabet Jerlhag, lead study author and professor at the University of Gothenburg, said in a news release.2
Understanding Cocaine Use Disorder
Cocaine use disorder (CUD) is a serious condition that impacts millions of individuals globally and does not have an effective pharmacological treatment option. Based on the DSM-5, CUD is diagnosed when an individual meets at least 2 of 11 specific criteria within a 12-month period, leading to significant impairment or distress. These criteria are grouped into 4 categories, including psychological symptoms like craving and withdrawal; a loss of control over cocaine use; prioritizing cocaine use over major life responsibilities; and other negative consequences resulting from its use.3
Semaglutide for Cocaine Use Disorder Treatment
Previous research has identified that exenatide (Bydureon; AstraZeneca), a GLP-1 used together with diet and exercise to treat type 2 diabetes (T2D), reduced some cocaine-related behaviors in animals but had limited effects on humans. In the current study, researchers assessed if semaglutide, which is a more potent and long-lasting GLP-1, could reduce cocaine-related behaviors in rats, including motivation and drug-seeking, along with its effects on dopamine levels.1,2
The study included male rats that were given access to directly injected cocaine that was dispensed by pressing a lever in the cage. An experimental group of 10 of the animals was then treated with semaglutide at different doses, including 0.013 mg/kg, 0.026 mg/kg, or 0.039 mg/kg 1 hour before being given access to the cocaine dispenser.1,2
“We found that in comparison to the control animals, self-administration of cocaine use dropped by 26% in those animals that had been given semaglutide. Previous results, both from our group and from other groups, have found that semaglutide can reduce alcohol consumption and craving in both humans and animals, and this work on cocaine seems to reflect these previous findings on alcohol use. This is the first trial showing semaglutide’s potential as a drug for cocaine dependence,” Jerlhag said in the news release. “Importantly, we also found that after a period of abstinence, there was a 62% drop in cocaine seeking in those animals that had taken semaglutide, and the motivation (work undertaken to attain the drug) was lowered by 52%.”2
The findings suggest semaglutide reduced voluntary cocaine use and the motivation to consume cocaine in rats that received treatment. Additionally, the higher doses of semaglutide reduced cocaine use, as the lower dose did not.1,2
“This is a carefully conducted study that provides additional evidence that GLP-1 receptor agonists can reduce cocaine reinforcement. These findings have clinical implications given the challenges of identifying medications for stimulant use disorder and the increasing clinical use of semaglutide in many areas of the world. These findings should encourage clinical trials of GLP-1 receptor agonists for stimulant use disorder,” Christian Hendershot, professor of the Institute for Addiction at the Keck School of Medicine at the University of Southern California, Los Angeles, concluded in the news release.2
REFERENCES
1. Aranas C, Caffrey A, Edvardsson C, et al. Semaglutide suppresses cocaine taking, seeking, and cocaine-evoked dopamine levels in the nucleus accumbens. European Neuropsychopharmacology. 2025. https://doi.org/10.1016/j.euroneuro.2025.07.001
2. Weight-loss drug semaglutide reduces cocaine use in rats: Suggests possible first pharmacological treatment for human cocaine dependency. EurekAlert! News release. September 3, 2025. Accessed September 12, 2025. https://www.eurekalert.org/news-releases/1096893
3. Schwartz E, Wolkowicz N. Aquino J. et al. Cocaine Use Disorder (CUD): Current Clinical Perspectives. Substance Abuse Rehabilitation. 2025. 10.2147/SAR.S337338
Smartphones have become an indispensable part of our lives and a substantial part of world economics. Whether it’s communication, entertainment, or productivity, we rely on our smartphones for almost everything. However, choosing the right smartphone can be overwhelming, especially when several brands are vying for your attention. With premium designs, groundbreaking AI features, pro-level cameras, ecosystem integration, and blazingly fast processors, smartphone brands are doing everything to attract and retain customers.
In this article, we’ll delve into the world of smartphones, ranking 12 major smartphone brands from worst to best. Our rankings are based on key factors like market share, performance, build quality, software support, and seamless ecosystems. We’ve also considered pricing, product diversity, and brand-specific innovations. From performance and user experience to innovation and cutting-edge features, we’ll explore the strengths and weaknesses of each of these smartphone brands. You will find more details on our methodology at the end of the article.
12. Realme
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Founded in 2018, Realme has become one of the fastest-growing smartphone brands in the world. Realme is known for striking a balance between high-end features and budget-friendly prices. As a result, the brand has managed to attract younger customers who want affordable yet powerful smartphones. The latest Realme flagship, the GT 7Pro smartphone, is packed with impressive specifications, such as a 120Hz four-sided curved display with 6,500 nits of peak brightness, the insanely powerful Snapdragon 8 Elite processor, and industry-leading 120W fast charging. Even budget-friendly options like the Realme Narzo 80 Pro pack great features, including a curved AMOLED display, 6,000 mAh battery, 80W fast charging support, a 50MP main sensor, and AI features. This proves Realme knows how to pack bells and whistles into high-end smartphones without a premium price tag.
With high-refresh-rate displays, capable processors, and industry-leading fast charging technology, Realme has quickly built a solid reputation in emerging and price-sensitive markets. However, Realme smartphones have limited global visibility. Also, some budget-friendly models may have average camera performance, hardware and durability concerns, along with low resale value.
11. Huawei
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Huawei is another Chinese electronics manufacturer that has earned worldwide recognition for its smartphones. Powerful in-house Kirin chipsets, stellar camera systems, and well-built flagships are solid reasons to buy Huawei phones. The brand also offers cutting-edge features like advanced AI integrations and has consistently delivered flagships to rival global competitors. The brand’s vision for breakthrough design and technology is evident in devices like the Huawei Mate XT Ultimate, the world’s first tri-fold smartphone. Huawei also leads in smartphone photography. Its latest flagship, the Huawei Pura 80 Ultra, holds the number one rank on DXOMARK, showcasing the brand’s dominance in mobile imaging capabilities. In addition to phenomenal cameras, Huawei phones are packed with color-accurate displays and robust chipsets, ensuring total visual immersion and efficient performance for various tasks.
However, Huawei has also faced challenges due to trade restrictions, which have impacted its global reach. The major drawbacks include a lack of Google apps & services, such as the Play Store and Gmail. Also, despite offering some impressive models like the Mate X6 and Mate XT, Huawei still struggles in the Western markets. That said, Huawei offers some of the best phones with eye-catching designs, next-level cameras, and technological brilliance.
10. Oppo
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According to Counterpoint research, OPPO has 8% market share, making it one of the top smartphone brands in 2025. The best features of Oppo smartphones are sleek designs that include vibrant displays (in top models), industry-leading charging, and cutting-edge camera technology. The top-tier smartphones also pack great power with Snapdragon 8 Elite processors, huge batteries, superfast VOOC Flash Charge technology, and 16GB RAM. Oppo also introduced the world’s first Quad Main Camera on the Find X7 Ultra smartphone. Released in April 2025, the Oppo Find X8 Ultra secured the second spot in DXOmark’s best camera smartphone rankings with its spectacular penta-rear camera. With innovation at its core, Oppo also offers state-of-the-art foldables, like the latest Find N5, which turned heads with its incredibly thin design, fantastic displays, and great battery life. Also, Oppo’s custom software, ColorOS, offers world-class customization and great multitasking features.
Like many Chinese smartphone brands, Oppo’s major limitation lies in its fluctuating global presence, with limited or no availability in the U.S. markets. Unlike other Android smartphones, Oppo still uses outdated LCD panels in some budget-friendly models like the A-series. Despite various iterations, ColorOS still appears to be an imitation of iOS. Also, it may feel less sophisticated than other Android skins.
9. Vivo
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Vivo is a prominent Chinese manufacturer that offers a range of smartphones known for advanced photography capabilities and stylish design. It currently holds 9.2% market share as of 2Q25, and is extremely popular in India and China. Vivo impresses customers with great specs, fast charging tech, advanced camera systems, and an extensive lineup of options. Its most notable categories include the X series for premium camera-focused flagships, the V series for stylish mid-rangers, and the Y series for budget and value-focused models. Vivo smartphones are also known for design and aesthetics, featuring slim bezels and seamless in-display fingerprint sensors. They often sport high-resolution screens that provide crisp visuals for movies, games, and other content. Many of Vivo’s smartphones, like Vivo X80 Pro, X70 Pro+, Vivo X Fold, and X Note, have received the DisplayMate best smartphone display award with the highest ever A+ rating.
Vivo also has its own share of weaknesses, such as limited global availability and inconsistent long-term software support. Also, Vivo faces strong competition from other Chinese brands like Xiaomi and Realme, especially in budget and mid-range markets. Moreover, Vivo’s custom Android skin, FuntouchOS, has been criticized for unnecessary bloatware, excessive ads, and a cluttered user interface.
8. Xiaomi
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Since its debut in 2011, Xiaomi has gained massive popularity and grown into the third largest smartphone vendor with a 14.4% global market share. However, Xiaomi doesn’t sell its smartphones in the U.S., which is one of the world’s largest markets. Due to the lack of global presence, Xiaomi didn’t secure a top spot in our rankings. Otherwise, the brand offers a wide range of Xiaomi and Redmi smartphones that strike a balance between high-end features and affordable prices, making them an option for budget-conscious consumers. The brand also offers some fantastic models like the Xiaomi 15 Ultra and Xiaomi Mix Fold 4, which cater to high-end buyers.
Notable features of Xiaomi phones are powerful processors, bright displays, and long-lasting batteries with fast charging support. These smartphones also stand out for advanced camera systems featuring high-megapixel sensors, AI-powered scene recognition, and multiple lenses that produce brilliant shots in any setting. Pushing performance and innovation further, Xiaomi has also entered the flagship custom SoC space with the Xring O1 processor that competes with Apple, Qualcomm, and MediaTek’s offerings. On the software side, Xiaomi smartphones run on HyperOS (formerly MIUI), a custom Android-based operating system that offers several customization options for a personalized experience. While Xiaomi’s HyperOS is feature-rich, it can also feel complicated and inconsistent.
7. ASUS
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ASUS is a Taiwanese electronics manufacturer that stands out with its Zenfone and ROG series. Its devices are known for powerful processors, gaming-focused features, advanced cooling systems, and unique designs. ASUS aims to cater to users who crave high-performance hardware and user-centric software in an affordable package. Today, the ASUS ROG series is recognized as one of the best gaming smartphones in the market. Also, the Zenfone lineup receives praise for compact designs, strong performance, and AI features. With high-resolution displays, top-of-the-line processors, and advanced features, ASUS smartphones are built to handle both gaming and multitasking without any hiccups. Beyond immersive gaming, the latest ROG Phone 9 Pro is known for top-notch battery life, thanks to large batteries and a power-efficient Snapdragon 8 Elite processor. Overall, ASUS smartphones are designed for users seeking cutting-edge specifications and exceptional value.
One of the major concerns with ASUS smartphones is their commitment to just 2 years of software updates. That means you won’t get a sense of longevity even on high-end models. While recent models have seen camera improvements, they still aren’t up to the level of some competitors’ flagships.
6. Sony
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Sony smartphones, especially the Xperia lineup, are known for their elegant designs and premium features. These devices feature sleek profiles and premium glass-and-metal builds. These phones are designed for a niche audience, like creative professionals and tech enthusiasts who value advanced camera features like continuous optical zoom, a dedicated camera button, large sensors, advanced optical image stabilization, and expandable storage. Sony Xperia smartphones also offer excellent gaming performance with Snapdragon processors. The latest Xperia models feature stunning 21:9 OLED displays that produce incredibly sharp images. Additionally, Sony provides an exceptional audio experience with multi-dimensional surround sound of Dolby Atmos on Xperia devices.
The newer Xperia smartphones, such as the Xperia 10 VI, offer an outstanding 2-day battery life. That’s not all. Sony’s latest flagship, the Xperia 1 VII, boasts useful AI features, such as AI Camera Work and Auto Framing, which allow users to capture smooth, stable, and well-framed videos. While they offer a unique feature set, they also come with a premium price tag compared to Android alternatives. Also, Sony prioritizes a niche audience and neglects a broader appeal.
5. Motorola
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Motorola developed its first phone in 1973 and made headlines with the Razr in the 2000s. Today, Motorola is the third most-selling smartphone brand in the U.S. market. The brand has earned its place among the top smartphone makers with its clean Android experience, durable performance, and long battery life. Top Motorola features include Moto Gestures for enhanced usability and Smart Connect, which lets you wirelessly connect the phone to a nearby display. These smartphones offer high-end features like high-resolution displays and capable processors, without the premium price tag. This makes Motorola one of the top choices for buyers who seek convenience, simplicity, affordability, and innovative foldable designs.
Right from smartphones under $300 to premium models like the Razr Ultra, Motorola has a versatile lineup to suit every budget. The Motorola Razr (2025) is appreciated for its sleek design, great displays, and value. Some of its models, like the Motorola Edge 50 Pro, offer lightning-fast 125W charging speeds. However, Motorola promises fewer software updates compared to its competitors. The flagship models generally receive two software upgrades and 2 to 3 years of patches. Also, compared to Samsung and Google, Motorola’s offerings do not hold value as well.
4. OnePlus
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Started in 2014, OnePlus has earned a loyal following by offering high-performance smartphones at competitive prices. Today, OnePlus is known for stylish and functional designs, fast processors, and impressive camera systems with long-range zooming capabilities. The newest OnePlus smartphones offer stunning 120Hz ProXDR displays with up to 4,500 nits of peak brightness for a vibrant and immersive viewing experience. The OnePlus 13 smartphone boasts a solid battery life along with the powerful Snapdragon 8 Elite processor, ensuring blazingly fast performance, seamless multitasking, and top-notch gaming. The brand sets itself apart with OxygenOS, a custom, Android-based operating system that’s celebrated for its clean and user-friendly interface with deep customization options and minimal bloatware. Another unique feature of OnePlus is its proprietary Warp Charge and SuperVOOC charging, which lets you charge your phone from zero to 100% in just 36 minutes.
Initially starting with budget-friendly flagships, the smartphone maker has dramatically progressed to offer one of the best foldable smartphones with its OnePlus Open lineup. However, OnePlus offers a shorter software support window than competing phones. Also, some models may fall short on dust and water IP ratings. That said, OnePlus remains a solid option for tech-savvy users looking for smartphones with a premium design, fast performance, and a highly personalized experience.
3. Google Pixel
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Google entered the smartphone space in 2010 with its Nexus series, but it was sold in limited quantities. After years of experimenting, Google shifted gears in 2016 with its first Pixel line, showcasing a pure Android experience and advanced AI capabilities. Pixel smartphones have always been known for their outstanding camera capabilities and optimized user experience. They offer powerful imaging features, such as Night Sight and Super Res Zoom, which allow users to capture crisp low-light shots and achieve incredible zoom levels. The latest Pixel 10 Pro takes this a level up with 100x Pro Res Zoom and a brand-new Gemini-powered Camera Coach feature. Pixel phones also have AI-powered photo editing features like Magic Editor, Edit with Ask Photos, Night Sight Video, Auto Frame, Magic Cue, and Reimagine to supercharge your creativity.
The modern Pixel smartphones feature powerful Tensor SoCs, high-resolution displays, long battery life, wireless charging, and impressive AI-powered tools. Notable features like Google Assistant, Google Lens, and Gemini capabilities integrate deeply across the workflows. Google also promises up to 7 years of software & security updates for Pixel 8 and newer models. For Android superfans, Google offers the best version of Android features. That said, Google Pixel smartphones often fall short in raw CPU performance when compared with Apple and Samsung smartphones, helping it to earn it the third spot on our list.
2. Apple
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Apple is one of the most influential and dominant players in the smartphone industry with a global market share of 15.7%. Since the debut of the first-ever iconic iPhone in 2007, Apple has revolutionized the smartphone industry and established itself as a gold standard in innovation. Apple’s strength lies in premium craftsmanship, design philosophy, ecosystem integration, and privacy features. iPhones are loved for their durability, user-friendly interface, highly acclaimed iOS operating system, and consistent software support. In fact, iPhones are one of the best-selling products of all time. Although Apple ranks second to Samsung in global market share, many tech enthusiasts believe it is superior to Android. The iPhones may not boast high megapixel cameras like their Android counterparts, but they excel with advanced camera systems that capture detailed and natural photos. Complemented with class-leading processors, vibrant high-resolution displays, and long battery life, modern iPhones offer remarkable performance. Apple also offers Siri, Apple Pay, HandOff, iPhone Mirroring, Family Sharing, FaceTime, Universal Clipboard, and other ecosystem-exclusive tools that enhance user experience.
While Apple provides a top-notch ecosystem experience, it doesn’t offer a wide range of devices to suit different budgets. For instance, Apple’s latest entry-level model, the iPhone 16e, starts at $599, which is a higher initial point. Also, it has a slower pace of hardware innovations and adoption of cutting-edge features like artificial intelligence. For instance, the base iPhone models still feature 60Hz displays.
1. Samsung
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Samsung tops our list with the largest market share of 19.7% globally, as of 2Q25. The South Korean electronics manufacturer is known for its innovative designs, high-end features, and advanced technology. Right from budget-friendly smartphones and mid-rangers to flagships and foldable screens, Samsung offers a phone for every type of user. One of Samsung’s strongest suits is advanced camera systems, featuring a 200MP image sensor, which debuted with the Galaxy S23 Ultra in 2023. Samsung’s latest and greatest Galaxy S25 Ultra is one of the best camera phones available today. With powerful processors, high-resolution displays, and long battery life, Galaxy smartphones are designed for entertainment, gaming, and all-day connectivity. Models like the Galaxy S25 Ultra and Galaxy Z Fold series also offer S-Pen support, making them top choices for multitasking and productivity.
Beyond flagships and foldables, Samsung offers affordable options like the Galaxy A56 and the Galaxy S24 FE. You’ll find AI capabilities even on less expensive models. Samsung’s commitment to innovation is evident in its unique Galaxy smartphone features like Samsung DeX for a desktop-like experience, Samsung Pay for secure payments, and the Knox security platform that contributes to a secure and premium user experience. The brand is also committed to long-term software support, offering seven years of Android OS updates as well as security updates for its devices. While Samsung leads in hardware innovation and offers a wide range of devices at different price points, it falls behind Apple in delivering a seamless and integrated ecosystem experience.
How we ranked smartphone brands
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We ranked the smartphone brands based on market share, cutting-edge features (such as AI-powered tools and camera capabilities), ecosystem integration, and price range. Performance and user experience, like speed and multitasking, play a significant role in ranking smartphone brands. We have also factored in aesthetics, build quality, number of models offered, security features, and software support. We have also highlighted the standout features for each brand. For instance, Apple is the leader when it comes to ecosystem integration, privacy, and security features. It is the top choice for customers who have already invested in the Apple ecosystem. On the other hand, Samsung is known for innovative designs, advanced features like 200MP cameras and 100x Space Zoom, and diverse lineups to cater to a broader customer base.
Google Pixel smartphones are designed to please mobile photography fans, whereas ASUS smartphones will attract gaming enthusiasts. Brands like Vivo, Oppo, and Huawei also offer high-end features like incredible camera systems and faster charging tech at affordable prices. However, their limited presence in global markets and shorter software support lifecycles have impacted their overall ranking.
