An iPhone once again topped a market-research firm’s annual global charts as the best-selling smartphone. In 2024, it was the Apple iPhone 15, according to Counterpoint Research’s Global Handset Model Sales Tracker.
It wasn’t just Apple that made a mark last year; Samsung performed strongly as well. In fact, no other brands broke their stronghold. The South Korean technology giant upped its game, securing four spots on the list compared to three in 2023.
Counterpoint Research senior analyst Karn Chauhan explained how the iPhone 15’s base model led the pack, particularly in the United States and China, which together accounted for nearly half of its worldwide sales. Following closely were the iPhone 15 Pro Max and iPhone 15 Pro, securing the second and third spots, respectively. “Consumer preference for Pro variants increased significantly, with Pro models accounting for more than half of all iPhone sales annually for the first time,” he said.
Chauhan noted that the shift was driven by appealing financing plans and trade-in offers, which made iPhones more accessible, especially in emerging markets. This trend helped Apple break into India’s top five smartphone brands for the first time ever in the fourth quarter of 2024.
On the Samsung front, research analyst Harshit Rastogi highlighted the success of the Samsung Galaxy S24 Ultra, which became the first Galaxy S series smartphone to make it into the annual top 10 list since 2018. Rastogi attributed this growth to the Galaxy S24 Ultra’s GenAI capabilities, which caught the attention of consumers. Features like Chat/Note Assist, Circle to Search, and Live Translation were major hits, leading to positive reviews and a first-mover advantage in the market.
In 2024, over half of Galaxy S24 series sales came from the U.S. and Western Europe, contrasting with the 60% sales share in 2023. There was also notable growth in emerging markets like the Middle East and Africa, showcasing Samsung’s successful expansion strategy.
The Galaxy A15 series likewise saw remarkable success, outperforming its predecessor, the Galaxy A14, and climbing higher in the rankings. North America experienced the highest annual growth for the A15 series, with one in five units sold in the region. Strong promotions and positive consumer reviews further solidified the Galaxy A15’s reputation as a feature-packed yet budget-friendly option.
The adoption of smartphones with GenAI capabilities is expected to rise, as original equipment manufacturers emphasize GenAI as a key differentiator in high-end models. Last year, five out of the top 10 handsets boasted GenAI features, Counterpoint Research revealed.
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