2025 has been another huge year for smartphones.
Artificial intelligence has continued to dominate the conversation, with almost every phone manufacturer launching new AI features. Meanwhile, the ultra-thin phone movement has gathered pace with the introduction of the iPhone Air, and we’ve seen genuine leaps in camera performance and battery technology.
But a truly great phone can’t stop there. To be crowned the best, it also has to excel in the design, display, performance, battery life and software departments.
It’s time for us to crown Tech Advisor’s best phone of 2025, along with two distinguished runners-up.
Best New Phone of the Year – Winner: Google Pixel 10 Pro XL
Foundry
Google has done it. After almost a decade of Pixel phones, the company has finally risen to the top of the class. The Pixel 10 Pro XL might be Google’s most expensive non-folding phone ever, but it’s also undoubtedly its best.
What makes it so good? Where do we start! Gone are the days when you had to compromise on hardware by going for a Pixel – the 10 Pro XL offers terrific build quality, surprisingly good durability and a classy design. The 6.8-inch OLED screen might be even better, delivering a superb viewing experience, regardless of where you are.
And Google has put that pill-shaped camera module to very good use, offering a truly excellent camera experience. The hardware isn’t the absolute best you’ll find on any phone, but it makes taking great photos incredibly easy, which is arguably even more important. There are even some useful AI features to make taking and editing photos much easier.
Smartphones don’t get any better than the Pixel 10 Pro XL right now
Not all of the AI photography features are a hit, but several offer compelling ways to fine-tune the end result.
Battery life is strong, charging is solid, and the new built-in Qi2 opens up the Pixel 10 Pro XL to a world of magnetic accessories – including many designed for Apple’s MagSafe.
The 10 Pro XL also offers a top-tier software experience, with slick Android 16 software out of the box and a full seven years of updates.
It’s an expensive phone, but one of the few flagships that fully justifies its price tag. Smartphones don’t get any better than the Pixel 10 Pro XL right now.
Read our full Google Pixel 10 Pro XL review.
Best New Phone of the Year – First Runner-Up: Oppo Find X9 Pro
Luke Baker
The Find X9 Pro is the best phone Oppo has ever made, and it sets a new standard for camera phones and battery life.
Photos from all four lenses (50Mp main, 50Mp ultrawide, 200Mp telephoto, 50Mp selfie) are simply superb, and you can boost the telephoto lens dramatically by attaching the optional teleconverter kit, which gives you an unheard-of 9.8x optical zoom. Meanwhile, the huge 7500mAh battery utilises silicon-carbon tech to deliver incredible battery life without the bulk.
With top-tier performance, intuitive software, a gorgeous 6.78-inch OLED screen and a premium yet durable design, the Find X9 Pro is an excellent smartphone and a very close second to the Pixel 10 Pro XL.
Read our full Oppo Find X9 Pro review.
Best New Phone of the Year – Second Runner-Up: Samsung Galaxy S25 Ultra
Luke Baker
The Galaxy S25 Ultra offers minimal upgrades compared to the S24 Ultra, which won this award last year. But it remains an excellent all-rounder that’s up there with 2025’s finest.
Highlights include superb performance, a stunning 6.9-inch display and excellent, versatile cameras, all within an attractive yet durable design. It has a key advantage compared to the other phones in this article: the built-in S Pen stylus. For digital art and handwritten notes, it’s unmatched.
The S25 Ultra doesn’t get everything right, and costs more than the Pixel 10 Pro XL and Find X9 Pro, but it remains a productivity powerhouse that is definitely worth considering.
Read our full Samsung Galaxy S25 Ultra review.
For more great options, see our full guide to the best phones you can buy. We’ll be announcing more 2025 winners for phones, tablets, wearables and more over the coming days.
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