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In the first quarter of 2024, Apple maintained its position as the global smartphone market leader, with four of its models being among the top-selling phones worldwide. According to analysis firm Counterpoint, the iPhone 15 Pro Max and iPhone 15 led in sales, followed closely by the iPhone 15 Pro and iPhone 14. These figures suggest that Apple may repeat its market dominance observed in the first half of last year.
Comparing data from the first quarter of 2023 with that of 2024, Counterpoint noted that the most expensive models of each series were also the most popular. The group of the ten best sellers this year includes Samsung’s Galaxy S24 and several models from the Galaxy A series, but not the Galaxy S23+ or S24+. The consultancy also pointed out an increase in sales of Samsung’s Ultra models, indicating positive reception of the Galaxy S24 series since its global launch in January.
Data from Canalys showed that 13.5 million units of the Galaxy S24 were shipped globally in Q1 2024, showing a significant increase compared to Q1 2023 when Samsung held a smaller share in terms of units shipped. Meanwhile, Counterpoint noted that models such as iPhone Pro and Pro Max represent a growing percentage of iPhone sales. Approximately 60% of all iPhone sales came from these four models during Q1 2024.
The consultancy explained that consumers are increasingly keeping their smartphones for longer periods due to limited differentiation through updates. This leads them to opt for high-end smartphones to ensure their devices remain technologically relevant for longer periods. Looking ahead, Counterpoint expects OEMs to focus on smaller portfolios with premium features and capture a larger share of total smartphone sales as they continue to focus on profitability over quantity.
Counterpoint projected that a total of 296.9 million smartphones were distributed globally during Q1 2024, with Samsung regaining its leading position in terms of units shipped after falling behind Apple in Q4 2023 when Apple overtook Samsung for annual leadership for the first time ever
