In 2024, the global smartphone market experienced significant growth, with over 1.5 billion units sold. Apple emerged as the leading smartphone brand, surpassing Samsung, largely due to the successful launch of the iPhone 16 series. In the fourth quarter of 2024, Apple captured 23% of the global smartphone market share, while Samsung held 16%.
The iPhone 16 series, particularly the iPhone 16 Pro and Pro Max models, contributed significantly to Apple’s market share. Consumer preference for Pro variants increased notably, with Pro models accounting for more than half of all iPhone sales annually for the first time. Attractive financing plans and trade-in offers on iPhones contributed to the premiumization trend and made the iPhone more accessible to a wider audience, particularly in emerging markets.
Samsung maintained a strong presence in the market, with its Galaxy A15 series and Galaxy S24 models being particularly popular. The Galaxy A15 series, in particular, was the best-selling Android phone of the year, with an estimated 17.3 million units shipped in the first half of 2024.
While Apple led the global market in 2024, Samsung continued to be a formidable competitor, especially in regions like Western Europe and the United States, where its Galaxy S24 and A-series devices were key drivers of success.
