Google’s share in the $600 and above price band rose to 6.1% in September 2025 from 0.1% in September 2022, an impressive feat despite the US market’s maturity. Achieving the record in September was all the more impressive for Google as Apple’s iPhone 17 series were also launched during the same month. Google’s ad campaign directly targeted iOS users with commercials equating iPhones to vanilla ice cream, suggesting that Google’s Pixel smartphones are more flavorsome and innovative. It is leaning on Gemini integrations to argue that point. The ads have appeared across platforms and are aired during prime-time NFL slots. Google has certainly upped its marketing spend this year, which is seemingly paying off.

OEM Market Share at T-Mobile for $600 and Above Price Band, September 2022-September 2025

Source: Counterpoint Research’s North American Handset Monthly Channel Share Tracker

Google has gained ground at the Big 3 US Carriers over the last three years. Google’s share grew significantly at both T-Mobile and Verizon during the period, while its share grew more modestly at AT&T. Google’s share in the $600+ price band at T-Mobile grew to 6.5% in September 2025 from 0.10% in September 2022. Similarly, at Verizon, Google’s share grew to 7.0% for September 2025 from 0.1% in September of 2022. However, the OEM’s sales have remained somewhat muted at AT&T over the same period. Google currently holds only a 2.3% share of premium device sales at AT&T, indicating that it has a long road ahead and new channels to target with future marketing spend.

The North America Handset Channel Share Tracker tracks smartphone and feature phone sales for the US and Canada. It encompasses total market sell-through volumes by model and sales channel for both nations on a monthly basis. The tracker outlines pricing information and specs for each model sold. The sales channels covered include AT&T, Best Buy, T-Mobile, Verizon, Walmart, Bell, Rogers, Telus and more. To learn more about the North America Handset Channel Share Tracker, contact [email protected]

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Counterpoint Research is a global market research firm specializing in products across the technology ecosystem. We advise a diverse range of clients – from smartphone OEMs to chipmakers and channel players to Big Tech – through our offices located in the world's major innovation hubs, manufacturing clusters and commercial centers. Our analyst team, led by seasoned experts, engages with stakeholders across the enterprise – from the C-suite to professionals in strategy, analyst relations (AR), market intelligence (MI), business intelligence (BI), product and marketing – to deliver services spanning market data, industry thought leadership and consulting. Our core areas of coverage include AI, Automotive, Consumer Electronics, Displays, eSIM, IoT, Location Platforms, Macroeconomics, Manufacturing, Networks and Infrastructure, Semiconductors, Smartphones and Wearables. Visit our Insights page to explore our publicly available market data, insights and thought leadership, and to understand our focus, meet our analysts and start a conversation.

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