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

Apple and Samsung held firm on the list of the top 10 best-selling smartphones for the first quarter of 2024. Each brand took five spots, leaving no room for others, according to Counterpoint Research's Global Monthly Handset Model Sales Tracker.

This quarter marked a significant change as all the top 10 smartphones were 5G capable. Additionally, there was a clear tilt toward premium devices, with seven of the top 10 smartphones priced at $600 or more.

Apple's dominance with the iPhone 15 Pro Max

Apple's iPhone 15 Pro Max emerged as the best-selling smartphone in the first quarter of 2024. It was the first time that 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 iPhone 14 also secured spots in the top 10. The iPhone 15 series claimed the top three positions.

Apple's Pro line, including the iPhone 15 Pro Max, accounted for half of its sales in the first quarter of 2024, a significant increase from 24% in the first quarter of 2020. These premium models contributed more than 60% of the total sales value from Apple.

The Pro line's advanced features and enhancements appeal to consumers, even as they raise prices.

Strong showing from Samsung with the Galaxy S24 series

Samsung's Galaxy S24 series grabbed two spots in the top 10 for the first quarter of 2024, with the Ultra variant taking fifth place and the base variant ninth.

The success of the series can be attributed to the early upgrade and integration of Samsung's generative AI (GenAI) technology. The S24 series was the first to introduce GenAI features, providing users with unique content creation capabilities.

Future perspectives

Counterpoint Research predicts that consumers will keep their smartphones longer due to fewer noticeable 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 focus on sleeker product lines with premium features like GenAI.

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

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