iPhone 15
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Apple's iPhone 15 has soared to the top of global smartphone sales in 2024, ushering in a new wave of demand for premium technology and flashy features.
Counterpoint Research shows Apple’s iPhone 15 and Pro series led global sales in Q3 2024. Samsung and Xiaomi held onto their positions in the top 10, highlighting a stable but competitive smartphone market.
The iPhone 15’s success comes as high-end smartphones are attracting broader consumer interest. The Pro Series models accounted for half of Apple’s iPhone sales in Q3 for the first time, highlighting growing demand for advanced features.
Data for Q3 2024 shows Apple’s iPhone 15 lineup dominated global smartphone sales, with the base iPhone 15 model leading the way with 3.5% market share. It was closely followed by the iPhone 15 Pro Max and iPhone 15 Pro, reflecting Apple’s strong presence in the premium segment.
Samsung’s Galaxy A15 4G and Galaxy A15 5G took the fourth and fifth spots, demonstrating the brand’s competitiveness in the mid-range market. Other Samsung models, including the Galaxy A35 5G, Galaxy A05, and Galaxy S24, also made the top 10, cementing Samsung’s broad appeal in the market.
Xiaomi’s Redmi 13C 4G took the ninth position, targeting primarily budget consumers, while Apple’s older iPhone 14 continued to hold the eighth spot. By comparison, Q3 2023 saw a similar structure, with the iPhone leading the pack.
Share of the top 10 best-selling smartphones worldwide, Q3 2024 vs. Q3 2023. Image credit: Counterpoint Research
The iPhone 15’s global success reflects a variety of factors. The data suggests that Apple's strategy of offering financing and trade-in options has expanded access to its devices, attracting a wider audience.
These incentives and a strong reputation for high-quality, user-friendly technology make iPhones increasingly accessible to a variety of income groups. Apple’s competitors are also capitalizing on market shifts, particularly in regions where affordability is critical.
Premium vs. Budget Smartphones
With economic constraints reducing purchasing power, demand for budget and mid-range smartphones has surged. Samsung’s Galaxy A series, with competitive pricing, wide availability, and extensive software support, appeals to value-conscious customers.
On the other hand, Xiaomi has made inroads into emerging markets with models like the Redmi 13C, which delivers robust features at a lower price. This approach allows Xiaomi to meet the needs of budget-conscious consumers while still offering desirable smartphone experiences.
By positioning their models with affordable prices and reliable performance, Samsung and Xiaomi are well positioned to capitalize on the growing demand for affordable devices, a trend exacerbated by global economic pressures and a widening income gap.
The iPhone 15’s global sales success reflects not only the strength of the Apple brand, but also a shift in consumer preferences toward higher-end features. For the first six months after launch, the Pro models dominated sales, attracting early adopters and tech enthusiasts willing to pay more.
After the initial surge, sales have shifted to standard, non-Pro models, indicating a shift in buyer demographics. Budget-conscious consumers have entered the market, lured by trade-in programs, financing, or the affordability of the new iPhone.
The entry-level models, while less expensive, offered Apple's core capabilities and enough power for most users, making them practical for a wider market.
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