In the Third-Quarter FY 2024, the Apple iPhone 15 emerged as the best-selling smartphone worldwide, closely followed by its premium variants, the iPhone 15 Pro Max and iPhone 15 Pro. According to Counterpoint Research’s latest report, Apple and Samsung dominated the global top-10 best-selling smartphone list, with Samsung securing five spots and Apple claiming four. Xiaomi rounded out the list with one spot.

Despite a slight decline in Apple’s share of the top 10 list, Samsung expanded its presence, maintaining a combined market share of around 19%. The report highlighted that the growing consumer preference for high-end smartphones is narrowing the gap between Apple’s standard and Pro variants. Notably, for the first time in a third quarter, Pro models accounted for half of all iPhone sales, signaling a shift toward higher-value devices.

Samsung’s Galaxy S24 also made an impact, securing a place in the top 10 for the third consecutive quarter. This marks the first time since 2018 that a Galaxy S series model has made it to the top 10 in Q3, further solidifying Samsung's position in the premium smartphone market.

Apple’s strong performance is attributed to growing demand, especially in emerging markets, where financing schemes and trade-in offers are making the latest iPhones more accessible to a wider range of consumers. Samsung is also capitalizing on the premium segment with its Galaxy AI and the advanced Apple Intelligence, both leveraging generative AI (GenAI) to enhance user experience.

The combined efforts of Apple and Samsung in promoting their premium devices are expected to continue to shape the global smartphone market, with both companies strengthening their positions in the high-end segment.

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