Market research firm Counterpoint Research reports that the iPhone 15 was the best-selling smartphone worldwide in 2024.
Compared to last year, the top three positions remain unchanged, with the best-selling devices being the standard iPhone, Pro Max, and Pro models, respectively. Other iPhones in the top 10 include the iPhone 16 Pro Max (5th), iPhone 14 (8th), and iPhone 16 Pro (9th).
According to analyst Karn Chauhan, the U.S. and China accounted for nearly half of global iPhone 15 sales. This was also the first year that sales of iPhone Pro models surpassed standard iPhones, indicating a significant rise in consumer demand for premium iPhones.
“Attractive financing programs and trade-in offers have contributed to the premiumization trend, making iPhones more accessible to a broader audience, especially in emerging markets.
This trend has led more customers to opt for newer iPhones, helping Apple break into the top five smartphone brands in India for the first time in Q4 2024,” Chauhan said.
Apple and Samsung continue to dominate the list of the top 10 best-selling smartphones globally. This year, the South Korean company contributed four devices, a slight increase from last year’s three.
For the first time since 2018, a Galaxy S series device made it into the top 10—the Galaxy S24 Ultra. Analyst Harshit Rastogi noted that this was Samsung’s first smartphone to integrate generative AI (Gen AI), which significantly boosted its appeal.
“Samsung’s focus on innovative features has driven strong sales, giving it a first-mover advantage.
Key features such as chat/note assistance, circle-to-search, and real-time translation have garnered significant attention and positive reviews,” Rastogi stated.
In 2024, over half of Galaxy S24 sales came from the U.S. and Western Europe, a slight decrease from 60% in 2023. Samsung has also expanded into emerging markets such as the Middle East and Africa.
The Galaxy A15 series (both 4G and 5G models) recorded strong sales in multiple markets, with North America seeing the highest growth thanks to promotional campaigns and positive user feedback.
According to Counterpoint Research, the Galaxy A15 5G and 4G ranked 4th and 6th, respectively, outperforming last year’s predecessors (which placed 8th and 10th). The device attracted attention due to its affordable price and impressive features.
Analysts predict that Gen AI will become more widespread in smartphones by 2025, serving as a key differentiator in premium products from various brands.
“In 2024, five of the top 10 best-selling smartphones globally featured Gen AI. We expect the number of Gen AI-enabled devices to increase in 2025,” Counterpoint Research analysts concluded.
