In the first quarter of 2024, the global smartphone market was a battle between two premium-focused technology giants.

Data from market-research firm Counterpoint Research reveals that Apple and Samsung dominated the latest quarterly list of top 10 bestselling smartphones, with five entries each. The quarter marked a first in the industry: All of them were 5G-capable. Premiumization was also evident, with seven of the 10 models having price tags of not less than $600 (roughly P34,353), suggesting a growing willingness among consumers to invest in high-end features and performance.

The Apple iPhone 15 Pro Max claimed the top spot for the first time outside of the American company’s traditional holiday season. The said model, along with the other iPhone 15 series units and the iPhone 14, entered the list, with the Pro lineup occupying the coveted top three positions.

Apple’s strategic move to offer the Pro versions with substantial upgrades and significant enhancements over the base model is paying off handsomely. The premium devices contributed a staggering 60% of the company’s sales value in Q1 2024 — a significant jump from 24% in Q1 2020. Even the iPhone 15 Pro Max, despite its first price hike since the Pro series debuted, performed exceptionally well, indicating a strong consumer desire for the premium features it offers.

Samsung also secured a respectable presence with its Galaxy S24 phones, grabbing two spots in the top 10. The Galaxy S24 Ultra landed fifth, and the base variant came in ninth place. The South Korean manufacturer’s aggressive refresh cycle and pioneering efforts in generative artificial-intelligence tech, with the S24 series being the first to market with GenAI functions, contributed to the strong performance of Samsung’s current flagship line.

According to Counterpoint Research, the trend towards premiumization is likely to continue. With consumers holding onto their phones for longer periods due to incremental upgrades, high-end devices offer a way to ensure their gadgets remain technologically relevant for an extended time.

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Alora Uy Guerrero

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Editor-in-chief: Alora Uy Guerrero has 22 years of experience as an editor for print and digital publications such as Yahoo. She took time off journalism to manage OPPO’s digital-marketing campaigns. When not busy with her babies, she’s working on Revü, a passion project — or probably traveling or obsessing over her favorite bands, movies, TV shows, and basketball teams.