iPhones dominated the world’s top 10 highest-selling smartphones in 2024
In 2024, five of the top ten best-selling smartphones were premium devices featuring generative AI capabilities.
Smartphones used to be all about affordability and practicality—offering just enough features at a reasonable price to keep users upgrading. But that changed in 2024.
New AI capabilities, and other high-end features, breathed new life into the market and caused a shift in consumers' demand, favouring high-end smartphones over budget options than we've ever seen before.
This shift toward premium smartphones was reflected in the list of the top ten highest-selling smartphones with Apple’s iPhone 15 leading the pack, but that is only half of the story.
The real story was the success of the iPhone 15 Pro Max, iPhone 15 Pro, and iPhone 16 Pro which ranked second, third, and ninth respectively. For the first time ever, more than half of all iPhones sold were Pro models, proving that more consumers were willing to invest in high-end models.
For years, Apple’s base models drove the majority of its sales, but 2024 marked a turning point—consumers were increasingly willing to pay more for premium materials, AI-powered tools, ProMotion displays, and powerful camera systems. Even older premium devices continued to thrive, with the iPhone 14 still securing eighth place on the global bestseller list.
Apple’s focus on premiumization, trade-in offers, and flexible financing played a key role in making these high-end devices more accessible, particularly in emerging markets. This helped Apple achieve a major milestone—entering the list of India’s top five smartphone brands for the first time in Q4 2024.
While Apple benefited the most from this premium shift, Samsung had its own record-breaking year, claiming six of the top ten best-selling smartphones, up from three in 2023. Although its mid-range smartphone - Galaxy A15 5G, A15 4G, and A05 dominated the scene, the standout was the Galaxy S24 Ultra—which made history as the first Galaxy S-series phone to break into Counterpoint Research’s top ten list since 2018.
AI, a Key Driver
Samsung’s strategy around AI-powered features was a key driver. Recognizing the growing demand for AI in smartphones, Samsung became the first smartphone brand to introduce mainstream generative AI capabilities. The Circle to Search, real-time translation, and AI-enhanced note-taking quickly set it apart from its predecessors and helped drive sales.
Meanwhile, the Apple Intelligence introduction for iPhone users in late 2024, notably incentivized –albeit not much– users to upgrade from older models.
Emmanuel Oyedeji
The impact of AI-driven smartphones was undeniable. In 2024, five of the top ten best-selling smartphones featured generative AI capabilities, and that number is expected to grow in 2025. Apple and Samsung are now leading the race in AI-powered smartphones, with Apple strengthening its partnership with OpenAI and Samsung collaborating with Google to enhance its Galaxy AI platform.
And as AI becomes a major factor in purchasing decisions, the smartphone industry is tending toward a future where premium models become the default choice.
Kelechi Edeh
