Apple and Samsung lead Q1 2024 smartphone shipments; iPhone 15 Pro Max tops the list: Counterpoint

Apple and Samsung tightly held the top 10 best-selling smartphones list for Q1 2024. Each brand secured five spots, leaving no room for others, according to Counterpoint Research’s Global Monthly Handset Model Sales Tracker.

This quarter marked a significant shift as all top 10 smartphones were 5G capable. Moreover, there was a clear inclination towards premium devices, with seven out of the top 10 smartphones priced at $600 or above.

Apple’s Dominance with iPhone 15 Pro Max

Apple’s iPhone 15 Pro Max emerged as the best-selling smartphone of Q1 2024. It was the first time the Pro Max variant topped the list outside of Apple’s seasonal quarters.

This highlights a growing consumer preference for high-end devices. All four variants of the iPhone 15 and the iPhone 14 also secured spots among the top 10. The iPhone 15 series claimed the top three positions.

Apple’s Pro line-up, including the iPhone 15 Pro Max, accounted for half of its Q1 2024 sales, a significant rise from 24% in Q1 2020. These premium models contributed over 60% of Apple’s total sales value.

The Pro line-up’s advanced features and enhancements attract consumers, even with price increases.

Samsung’s Strong Showing with Galaxy S24 Series

Samsung’s Galaxy S24 series secured two spots in the top 10 for Q1 2024, with the Ultra variant ranking fifth and the base variant coming in ninth.

The series’ success can be attributed to Samsung’s early refresh and integration of Generative AI (GenAI) technology. The S24 series was the first to introduce GenAI features, offering users unique content creation capabilities.

Future Outlook

Counterpoint Research forecasts that consumers will keep their smartphones longer due to fewer notable upgrades. This will increase the demand for high-end smartphones with premium features.

They also expect the top 10 best-selling smartphones to dominate more of the market as manufacturers concentrate on sleeker product lines with premium features like GenAI.

By 2024, they project GenAI smartphones to make up 11% of total shipments, rising to 43% by 2027.