iPhone 15 tops global smartphone sales in 2024, Samsung bags 4 spots in top 10

Apple’s iPhone 15 was the best-selling smartphone globally in 2024, followed closely by Apple iPhone 15 Pro Max and iPhone 15 Pro, with Apple and Samsung continuing to dominate the top 10 best-selling smartphones list, according to global research firm Counterpoint Research’s sales tracker.

As compared to Apple, Samsung also performed well in 2024, securing four spots on the list, up from three in 2023.

The development comes amid Apple CEO Tim Cook's statement on December 31, 2024, when he said iPhone was the top-selling model in India for the quarter ended December 2024. “iPhone was the top-selling model in India for the quarter, and it is the second-largest smartphone market in the world and the third-largest for PCs and tablets,” Cook said during a conference call.

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 premiumisation 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,” says Apple’s performance, Senior Analyst Karn Chauhan.

Samsung’s Galaxy S24 Ultra is the first Galaxy S series smartphone to make it into the annual top 10 list since 2018, primarily due to 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,” says Samsung Galaxy S24 Ultra, Research Analyst Harshit Rastogi.

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," reveals the report. The Galaxy A15 series outperformed its predecessor, the Galaxy A14, in 2024, climbing higher in the rankings compared to the A14 in 2023.

The report says A15 saw strong sales across various markets, with North America experiencing the highest annual growth, with one in five Galaxy A15 series phones sold in the region. The A15's reputation as a feature-packed yet budget-friendly smartphone further strengthened Samsung’s position.

The Counterpoint report says 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."