Top 10 best-selling smartphones in 2024: iPhone occupies 7 positions, Samsung participates with Galaxy S24 Ultra

According to a new report from CanalysApple continues to affirm its position by accounting for 7/10 best-selling models globally in 2024, led by iPhone 15. Meanwhile, Samsung is present with 3 representatives, the most prominent being the Galaxy S24 Ultra.

iPhone 15 is the best-selling smartphone of 2024

Specifically Canalys said that Apple continued to maintain its leading position for the second consecutive year, although iPhone shipments decreased slightly by 1% to 225.9 million units. Growth in emerging markets and a strong position in North America and Europe have helped Apple offset difficulties in the Chinese market.

Even though the iPhone 16 series was launched in the second half of the year, the iPhone 15 is still the best-selling smartphone in 2024 with 3% global market share, equivalent to 36.6 million units shipped. This achievement helps Apple’s standard version reach number 1, far ahead of iPhone 16 Pro Max (ranked 2nd) and iPhone 15 Pro Max (ranked 3rd). Notably, the first released iPhone 16 Pro also reached the top 5, while the standard iPhone 16 ranked 7th.

Notably, iPhone 13, a model launched in 2021, still appears in 10th place, accounting for 1.5% of the global market share. According to analysts, this success comes from Apple continuing to produce this model to target the low-cost segment, while taking advantage of the number of Android users switching to iOS.

Samsung ranked second with 222.9 million units (-1%), focusing on profit optimization strategy. This is also the only brand besides Apple present in the top 10 with 3 models: Galaxy A15 (4th place), Galaxy A15 5G (8th) and Galaxy S24 Ultra (9th). Among them, the S24 Ultra impresses as the only Android flagship to make it to the top group, thanks to its focus on AI experience and premium design. The Galaxy A15 series maintains its appeal thanks to its selling price under 200 USD and strong coverage in India, Southeast Asia and Latin America.

Global smartphone shipments and annual growth
(for the whole year 2024)

Note:

• Xiaomi figures include Redmi and POCO; OPPO includes OnePlus.
• Percentages may not add up to 100% due to rounding.
• Source: Canalys Smartphone Analysis (shipment data), February 2025.

According to Mr. Runar Bjørhovde, analyst at Canalyssmartphone demand skyrocketed in the mass segment, mainly thanks to the post-pandemic phone replacement cycle and inventory replenishment. However, price competition causes profit margins to narrow. Manufacturers have had to cut costs and optimize resources to maintain profits. The recovery of developed economies such as China, North America and Europe also contributed to the overall growth of the market.

In the high-end device segment, users have quite high demand for flagship lines from Apple and Samsung. Consumers increasingly favor high-end versions, especially iPhone 16 Pro/Pro Max and Galaxy S Ultra. In particular, Samsung has high expectations for the Galaxy S25 with AI experience (including Gemini Advanced subscription), along with the strategy of upgrading users from the mid-range A series.

However, 2025 is forecast to be full of challenges. Growth in emerging markets is slowing down due to saturation. Economic fluctuations, the threat of US tariffs and legal compliance regulations create additional pressure. According to Canalysto be successful, firms need to balance short-term growth and long-term investment.“Focusing on the high-end segment, diversifying products and working closely with distribution partners will be key,”Mr. Runar Bjørhovde, representative Canalysrecommended.

According to: Canalys, GSMArena

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