Apple iPhone vs Samsung Galaxy: who makes the best smartphones?

Each year, Samsung Galaxy and iPhone compete at the premium end of the market, rolling out the latest features, camera technology and designs. The top-end models can cost upwards of £1,000, but there is a good amount of choice at lower prices. 

Choosing between them, and weighing up the benefits of both Plus or Pro versions of flagship phones, along with more affordable alternatives, is no easy task. We run through some of the most consequential handsets from each brand, the strengths and weaknesses of each, and highlight Great Value models that net you big savings.

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iPhone vs Samsung Galaxy phones in Which? tests

See how the premium phones from these tech giants compare in our tough lab tests.

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Which Apple or Samsung phone is right for me?

Samsung offers a vast, sprawling array of smartphones tailored to absolutely every budget, from sub-£200 handsets to premium flagships. Apple, by contrast, focuses strictly on the premium market. However, you can easily find cheaper paths into the Apple ecosystem by opting for older, heavily discounted models or buying a certified refurbished iPhone. Below, find some guidance on what Apple iPhone and Samsung Galaxy price bracket is right for you.

I want premium cameras and the latest features

• The options: Samsung Galaxy S26 Ultra, Samsung Galaxy S26+, Apple iPhone 17 Pro, or iPhone 17 Pro Max.
• Who they're for: Power users, mobile photographers, and tech enthusiasts who want cutting-edge zoom lenses, 8K video recording, and real-time AI translation or advanced image manipulation tools.

I want a solid phone, but have no particular demands

• The options: Samsung Galaxy S26, Apple iPhone 17, or last year’s iPhone 16.
• Who they're for: The everyday user. These standard flagships offer blisteringly fast processing speeds, beautiful screens, and great point-and-shoot cameras without the eye-watering four-figure price tag of the "Pro" or "Ultra" tiers.

I'm happy with the basics and a decent battery life

• The options: Samsung Galaxy A56, A26, and A17. Or, the iPhone 17e, or a refurbished iPhone 15.
• Who they're for: Casual users who value texting, map navigation, and long battery life over raw processing power. Samsung’s A-series shines brightly here, offering massive batteries that frequently outlast flagships in our lab tests.

Browse all our Samsung reviews and Apple iPhone reviews to see which models impressed us.

Apple iPhone 17 vs Samsung Galaxy S26 – premium flagships

Apple iPhone 17 series

Apple's iPhone 17, released in September 2025, is the brand's standard flagship phone. It's built with a 6.3-inch OLED display that now includes ProMotion, a feature that allows for a more fluid-looking 120Hz refresh rate. The screen also incorporates the Dynamic Island feature. The new camera system has two 48Mp lenses, including an upgraded Ultra Wide lens designed for detailed macro shots.

This year, the 'Plus' model has been replaced by the new iPhone Air, a noticeably thinner phone with a large 6.5-inch screen and a single rear camera.

The two Pro models — the iPhone 17 Pro and iPhone 17 Pro Max — feature a new brushed aluminium unibody design. They are equipped with top-of-the-line cameras; all three rear lenses (Main, Ultra Wide, and Telephoto) are now 48Mp. The Pro Max model gets an exclusive 8x optical zoom.

All phones in the new line-up feature Apple Intelligence (more on this below) and include a dedicated Camera Control button. For the first time, all four models also feature a 120Hz ProMotion display. The new 18Mp Center Stage front camera is designed to take landscape selfies, even when the phone is held vertically.

You can click through to buy any of the latest iPhones below.

Samsung Galaxy S26 series

The standard model from Samsung's flagship range, the Samsung Galaxy S26, was released in March 2026. It sticks closely to the design of its predecessor but brings under-the-hood upgrades, including a performance-boosting processor and a brighter screen. The Samsung Galaxy S26+ features a larger display and battery.

For the top-of-the-line Samsung Galaxy S26 Ultra, the main focus this year was the 'Privacy Display' technology to protect your screen from nosy onlookers in public. It is Samsung's slimmest Ultra model yet and packs a highly advanced camera system, a massive 6.9-inch display, and the useful, built-in S Pen stylus. Samsung did not release an "Edge" variant this time around.

Cheap Apple iPhones and Samsung phones

iPhone 17e

The iPhone 17e is Apple’s answer to a mid-range phone. Released in early 2026, it serves as a more affordable entryway into the iPhone ecosystem without the premium flagship price tag. It's not as cheap as the iPhone SE range, though.

It is powered by the same advanced A19 chip found in the standard iPhone 17, meaning it fully supports Apple Intelligence AI features and offers years of software updates, but it cuts corners by offering a larger yet older-style 6.1-inch notched display and just a single rear camera lens. For the first time in Apple's entry-level line, it also includes MagSafe wireless charging.

Find out if this phone is for you in our iPhone 17e review.

Samsung Galaxy A26

The A range is where you'll find Samsung's cheapest phones. One of the releases is the Samsung Galaxy A26. It has a 6.7-inch screen with a 2,340 x 1,080 resolution and three camera lenses, offering several settings and modes. It has five years of security support guaranteed to March 2031, which gives you a lot of time for a handset that costs under £300. There's also the, even cheaper, Samsung Galaxy A17, too.

Find out more in our Samsung Galaxy A26 review.

Samsung vs Apple: Artificial intelligence

In 2024, one upgrade dominated the headlines for flagship phones – the introduction of AI. Samsung has 'Galaxy AI', and Apple's is called 'Apple Intelligence'.

The AI in Samsung and Apple phones does similar things. On one hand, it gives you features to make both how you navigate your phone and your means of communication easier. This includes searching through your photos and creating images from brief descriptions, summarising the gist of your notifications, and rewriting rough notes into formal correspondence. The technology also enhances the strength of Apple and Samsung's voice assistants.

Then there are capabilities built into the camera software to give you state-of-the-art editing tools. For example, AI can identify unwanted objects and people in your pictures, remove them, and fill in the gaps.

Rather than drowning you in AI jargon, our lab put Galaxy AI (on the S26 series) and Apple Intelligence (on the iPhone 17 series) through real-world usability trials.

To see the deep-dive, take a look at our full Apple vs Google vs Samsung: which phone has the best AI? guide.

Apple iPhone vs Samsung Galaxy: design and features

Let's take a closer look at how the most important features compare between the two brands.

Phone design

Apple iPhones have come a long way since the rounded, plastic-backed iPhone first released in 2007. Newer models now take on sleeker glass and stainless-steel or titanium designs that aim to turn heads. One distinguishing feature of iPhones is the Dynamic Island notch that's separated from the top of the phone. It houses the front-facing camera, notifications and shortcuts to applications you're using.

Like Apple, Samsung's Galaxy smartphones have veered away from the plastic design. The S6 Edge was the first model to feature its innovative dual-edge display in 2015, and the range has evolved since with larger displays and thinner bezels. Samsung now uses subtler 'holepunch' front cameras – a small hole to house the lens, rather than a notch, which can make the display seem more immersive.

In both cases, expect some of the very latest screen technologies, with high resolutions, sharp images and accurate colours.

Screen size and resolution

Apple offers four versions of the iPhone 17. All phones now include Apple's ProMotion display tech, meaning they all run at 120Hz, which makes them look super smooth as you navigate around.

iPhone 17 and the iPhone 17 Pro have smaller screens. The iPhone 17 has a 6.3-inch screen, and the 17 Pro has a 6.3-inch screen with a 2,622 x 1,206 resolution. iPhone 17 Air and the iPhone 17 Pro Max are larger. The 17 Air has a 6.5-inch screen. The 17 Pro Max is Apple's biggest iPhone to date with a 6.9-inch screen and 2,868 x 1,320 resolution.   

The 'standard' Samsung Galaxy S26 has a 6.3-inch display (2,340 x 1,080), and the S26+ bumps this to 6.7 inches (3,120 x 1,440). The line-up is completed by the premium S26 Ultra, which features a massive 6.9-inch display and a matching 3,120 x 1,440-pixel resolution.

If you stream video on your commute or frequently multitask with split-screen apps, look to the bigger phones. On the other hand, if you prefer using your phone one-handed or hate bulky pockets, the standard S26 remains highly ergonomic without cutting corners on speed.

Display

The two brands have differing display types. The newest iPhones have a Super Retina XDR OLED display, while Samsung's new models come with Dynamic LTPO AMOLED displays.

AMOLED displays allow control over each individual pixel, which in theory produces better picture quality. AMOLEDs also have better overall power consumption than OLEDs, but can use more power when displaying brighter colours and aren’t as visible in sunlight as OLED displays.

One of the most important factors for many people is handset size, but bear in mind that with different screen-to-body ratios, physical dimensions are a better indicator of this than display size.

Camera

Cameras are what drive demand for many high-end phones, and neither Apple or Samsung shirk their responsibilities when it comes to pushing the boundaries of technology.

Since the iPhone 12, Apple has continued to embrace the benefits of multiple lenses and includes a 48Mp wide and 48Mp ultrawide on the iPhone 17, but these have the additional benefit of large sensors and fancy modes. The 17 Pro models have an additional 48Mp telephoto lens and a time of flight (ToF) scanner to help improve photo effects. However, the cheapest iPhone 17e only has one lens, but Apple claims it has software powerful enough to improve the camera quality without another lens. All five models also have an 18Mp selfie camera, which uses Apple's Center Stage to centre you in the frame.

Samsung features a powerful three-lens array on the standard Galaxy S26 and S26+ – a 50MP main, 10MP telephoto, and 12MP ultrawide lens. The S26 Ultra gets a massive hardware boost, sporting a 200MP wide-angle lens, a 50MP periscope telephoto lens, a 10MP telephoto lens, and a 50MP ultrawide lens. Older, basic automated modes have been replaced by advanced Galaxy AI features on the S26 series. This allows you to use smart editing tools to seamlessly erase background photo-bombers, reposition subjects within the frame, or use generative AI to transform simple sketches into digital images.

Apple is no slouch in the camera department, either, offering excellent post-processing effects to enhance your photos. You'll find staple features such as Smart HDR – which blends multiple exposures for the best possible shot – alongside the ability to adjust the depth of field and blur backgrounds long after a photo has been taken. The iPhone 17 line-up also comes fully equipped with Apple Intelligence editing tools, featuring an AI-powered 'Clean Up' tool that lets you remove distracting objects with a single tap.

Whichever of the two you choose, rest assured that both Apple and Samsung flagships remain at the absolute cutting edge of modern mobile camera technology.

Storage

Apple users have long dealt with the woes of running out of space on their phone. iPhones don’t have a micro-SD card slot to expand internal storage, so you need to think about storage configuration before you buy. But you can also store pictures, videos and documents on iCloud. 

Samsung users are in the same position. Since the S21, they don't have micro-SD card slots to expand storage, but you have the option of the Samsung Cloud to store data.

Deciding how much storage space you'll need before you buy is therefore important. Both the iPhone 17 and the Samsung Galaxy S26 ranges now start at 256GB, with Samsung officially retiring the smaller 128GB capacity for its base flagship. At the top end, the Samsung Galaxy S26 Ultra and the iPhone 17 Pro go up to 1TB, while the iPhone 17 Pro Max tops out at a whopping 2TB.

Since neither brand allows you to expand storage with a Micro-SD card anymore, choosing your capacity upfront is vital. If you shoot 4K video, download heavy 3D games, or download entire playlists for offline travel, skip the base models.

Operating system

Famous for its in-house expertise, Apple uses the iOS operating system, which is owned by the brand. This means the manufacturer has more control over producing updates, security patches and rolling these updates out to its devices than users of the Google Android operating system.

Samsung is the largest manufacturer running on the Android operating system. Samsung Galaxy devices are typically launched with the newest version of Android software. To optimise the use of its devices, Samsung has One UI, an operating system skin to overlay Android that offers a range of visual and functional improvements.

Value for money

The premium smartphone ranges from Apple and Samsung are very close in price.

In 2018, the iPhone broke the £1,000 threshold for the first time, making it one of the most expensive smartphones ever made. It has maintained a similar structure ever since and continues with the iPhone 17 range. At release, the iPhone 17e cost £599, the 17 £799, the Air £999, the 17 Pro £1,099 and the Pro Max £1,199. If you're looking for a better deal, you'll need to opt for an older iPhone or the mid-range 17e2.

The Samsung Galaxy S26 cost £879 at launch, the S26+ £1,099, and the S26 Ultra an eye-watering £1,279. For a cheaper device, you can consider a budget-friendly option like the A26 or A17.

Other brands to consider

There's plenty of choice in the smartphone market beyond Samsung and Apple, and plenty of quality, too. We regularly reveal Best Buys from rival brands.

Google

Google aims for quality over quantity – it has a limited range, but they're popular with budding smartphone photographers and those who appreciate timely operating system updates, as Google owns Android. Its flagship phones are cheaper than those from Apple and Samsung and they have a long security support policy. Browse our Google smartphone reviews to see if they tick the boxes elsewhere.

Xiaomi

If you're after a brand that provides good value, look no further than Xiaomi. While it does produce high-end phones, it offers a wide range of cheap yet feature-packed models as well, and these have seriously impressed. It's capable of also producing a stinker, though, so read our Xiaomi reviews before you buy.

Other mobile phones

We've tested nearly 200 phones to bring you a definitive verdict on your next model. From old-hands Motorola, the popular budget-brand, to Sony, which focuses on creating phones for serious gamers. We also review phones from the new kids on the block Nothing, with its unique phone designs, and Fairphone, which shouts about its eco-credentials over anything else. Browse all our mobile phone reviews to find your perfect model.

Considering something different? Want a bigger screen that'll fit neatly in your pocket? Take a look at our best foldable and flip phones guide.