Counterpoint: iPhone 15 is the top-selling smartphone globally in the third quarter of 2024.

According to the Counterpoint Research Global Smartphone Model Sales Tracking Report, iPhone 15 was the best-selling smartphone globally in the third quarter of 2024, followed closely by the iPhone 15 Pro Max and iPhone 15 Pro. Samsung held five positions in the top ten best-selling smartphones globally, maintaining the largest market share, with Apple closely following with four positions. This distribution has remained unchanged since 2023, indicating that consumer preferences are stable. While Apple's share in the top ten list has slightly decreased, Samsung's share has increased, keeping the market contribution rate of the top ten smartphones at around 19%. Consumer preferences for high-end smartphones are growing, narrowing the gap in market share between the iPhone base model and the iPhone Pro model. It is worth noting that in the third quarter of this year, the iPhone Pro models accounted for half of the total sales for the first time. This change is helping Apple drive sales of high-priced devices. In addition, consumers are increasingly inclined to choose the latest iPhone models, especially in emerging markets, further boosting sales of Apple's high-priced models. Apple has facilitated this trend through attractive retail finance schemes and trade-in offers, making it easier for consumers of different income levels to accept the latest iPhone models. Samsung's Galaxy S24 has topped the top ten list for the third consecutive quarter in the third quarter of 2024. Furthermore, for the first time since 2018, the Galaxy S series has entered the top ten list in the third quarter. The sales of the Galaxy S24 series have benefited greatly from the strong marketing of its GenAI function. Samsung's Galaxy A series holds four positions in the top ten, thanks to its widespread distribution in different regions and focus on the mid to low-end market. Samsung has accurately positioned these devices, offering competitive prices and long-term software support. However, in the top ten, the market share of high-end Galaxy A series phones is being squeezed by the mid-range Galaxy S series and A series phones. Apple and Samsung are further strengthening their positions in the high-end market through Apple Intelligence and Galaxy AI, helping them to continue dominating the list. Both brands are using GenAI as a differentiating factor in the high-end market.