Apple’s iPhone 15 was the best-selling smartphone worldwide in 2024, according to Counterpoint Research’s Global Handset Model Sales Tracker. Apple and Samsung remained the only brands in the top 10 best-selling smartphones list for the third year in a row. Samsung secured four spots on the list, an improvement 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,” said Karn Chauhan, senior analyst at Counterpoint.
The iPhone 15 Pro Max and iPhone 15 Pro followed in second and third place. More consumers opted for Pro variants, which made up more than half of Apple’s total iPhone sales for the first time. Trade-in programs and financing options contributed to this shift, making premium iPhones more accessible in emerging markets. Apple also made it into India’s top five smartphone brands in Q4 2024 for the first time.
Samsung also saw strong performance in 2024.
“Samsung’s Galaxy S24 Ultra is the first Galaxy S series smartphone to make it into the annual top 10 list since 2018,” said Harshit Rastogi, research analyst at Counterpoint. “The growth can be attributed to it being the first smartphone with GenAI capabilities, generating significant consumer interest.” Features such as chat and note assist, circle to search, and live translation gained traction.
Samsung’s Galaxy A15 series outperformed the A14, with North America seeing the highest growth. One in five A15 units was sold in the region, helped by promotions and positive feedback.
The adoption of smartphones with GenAI capabilities is expected to grow, as manufacturers highlight AI features in premium models.
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