iPhone 15 Was World’s Top-selling Smartphone in 2024 – Counterpoint

The Apple iPhone 15 Pro Max and iPhone 15 Pro followed closely to rank second and third.
Apple’s iPhone 16 Pro models outperformed other iPhone 16 models in first full quarter since launch.
Samsung took four spots in the global 2024 top 10 list; the Galaxy S series returned to the list for the first time since 2018 with the Galaxy S24 Ultra.
GenAI-capable smartphones expected to mark increased presence in the 2025 list.

Seoul, Beijing, Boston, Buenos Aires, Fort Collins, Hong Kong, London, New Delhi, Taipei, Tokyo – February 03, 2025 – Apple’s iPhone 15 was the best-selling smartphone globally in 2024, according to Counterpoint Research’s Global Handset Model Sales Tracker. Apple and Samsung continued to dominate the top 10 best-selling smartphones list, with no other brands making the list for the third consecutive year. However, Samsung performed well in 2024, securing four spots on the list, up from three in 2023.

“Apple’s base model iPhone 15 dominated the best-selling smartphone list in 2024, with the US and China accounting for nearly half of its global sales. The iPhone 15 Pro Max and iPhone 15 Pro followed the iPhone 15 as the second and third best-selling smartphones, 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. Attractive financing plans and trade-in offers on iPhones contributed to the premiumization trend and made the iPhone more accessible to a wider audience, particularly in emerging markets. This trend led to more consumers opting for the latest iPhone, helping Apple enter the Q4 2024 list of India’s top five smartphone brands for the first time ever.” Commenting on Apple’s performance, Senior Analyst Karn Chauhan said

“Samsung’s Galaxy S24 Ultra is the first Galaxy S series smartphone to make it into the annual top 10 list since 2018. The growth can be attributed to it being the first smartphone with GenAI capabilities, generating significant consumer interest. Samsung’s emphasis on these innovative features has resulted in strong market performance and a first-mover advantage. Notable features like chat/note assist, circle to search, and live translation have gained traction and received positive reviews.”

In 2024, over half of Galaxy S24 series sales came from the US and Western Europe, a shift from the Galaxy S23 series’ 60% sales share in 2023. There has also been significant growth in emerging markets such as the Middle East and Africa, reflecting Samsung’s successful expansion strategy.

The Galaxy A15 series outperformed its predecessor, the Galaxy A14, in 2024, climbing higher in the rankings compared to the A14 in 2023. The A15 saw strong sales across various markets, with North America experiencing the highest annual growth. One in five Galaxy A15 series phones were sold in the region, driven by strong promotions and positive consumer reviews. The A15’s reputation as a feature-packed yet budget-friendly smartphone further strengthened Samsung’s position.

The adoption of smartphones with GenAI capabilities is forecast to rise, as OEMs are highlighting GenAI as a key differentiator in their high-end offerings. In 2024, five of the top 10 smartphones featured GenAI capabilities. We expect an increase in the number of GenAI-enabled smartphones in 2025.

Source: Counterpoint Research