The global smartphone landscape in 2024 remained intensely competitive, with manufacturers employing innovative designs, strategic pricing, and expansive marketing efforts to gain an edge. By studying market share, sales volume, and overall revenue contributions from leading market intelligence agencies and tech commentators, this report offers a nuanced view of the top 10 smartphones worldwide.
Global Smartphone Market Overview
According to recent analysis by Counterpoint Research, the average selling price (ASP) for smartphones reached an unprecedented high of $356, reflecting a growing consumer preference for higher-value handsets. At the same time, the industry witnessed a 5% year-on-year revenue growth, illustrating the success of premium features and advanced capabilities in capturing market interest. Counterpoint Research also reported a 4% expansion in global smartphone unit shipments during 2024, largely propelled by heightened demand in Europe and the Caribbean and Latin America (CALA). However, despite this overall uptick, growth remained stagnant in the final quarter of 2024 (Counterpoint Research).
Top 10 Mobile Handsets by Sales
Apple
In the closing quarter of 2024, Apple maintained its leading position, accounting for roughly 23% of global shipments (Counterpoint Research). This achievement can be ascribed to Apple’s consistent reputation for top-tier performance, aspirational branding, and premium pricing. The iPhone 15 family, in particular, underpinned Apple’s strong performance, with the iPhone 15 singled out as the most-purchased smartphone globally in 2024 (Counterpoint Research). AppleInsider noted that Pro variants comprised half of all iPhone sales for the first time during a third quarter, signaling a surge in demand for higher-end features (AppleInsider).
Samsung
Trailing Apple’s success was Samsung, securing a 16% share of global smartphone shipments in the last quarter of 2024 (Counterpoint Research). This achievement is closely tied to Samsung’s broad product range, compelling mid-range pricing, and assertive marketing strategies. The Galaxy S24 lineup was integral to Samsung’s continued success, with the Galaxy S24 Ultra emerging as the most sought-after Android flagship of the year (SammyFans).
Other Brands
Beyond Apple and Samsung, Xiaomi retained a pivotal role in the industry, witnessing a 5% year-on-year shipment increase during Q4 2024 (Canalys). Vivo and OPPO further fueled competition with their own gains (Canalys). These performances underscore the fiercely contested nature of the market, where multiple brands vie for consumer loyalty across various segments and price tiers.
Top 10 Mobile Handsets by Market Share
Apple
As of October 2024, Apple led the worldwide smartphone market with a 28.38% share (Oberlo). This dominance highlights how brand strength and consistent consumer loyalty can drive large-scale adoption of flagship and mid-range devices alike.
Samsung
In second place was Samsung, which held a 22.82% slice of the market as of October 2024 (Oberlo). The company’s catalog spans diverse price brackets and usage preferences, helping it retain substantial presence on the global stage.
Combined Success of Samsung Galaxy A15 Models
One noteworthy detail is the combined 3.8% market share of Samsung’s Galaxy A15 5G and A15 4G devices in Q2 2024, surpassing the 4.1% held by Apple’s iPhone 15 (PhoneArena). This trend underscores how budget-friendly and mid-range offerings can prove highly competitive against flagship counterparts when it comes to volume sales.
5G Segment
Within the fast-expanding 5G category, Apple led the pack with 32% market share in Q4 2024, while Samsung followed with 16% (Counterpoint Research). Xiaomi, meanwhile, registered the most substantial year-on-year increase in 5G shipments among the top five vendors, partly thanks to surging demand across India, Russia, and China (Counterpoint Research). These findings illustrate how 5G connectivity remains a key differentiator in many consumers’ purchasing decisions.
Top 10 Mobile Handsets by Revenue
Apple
Although iPhone shipments dipped by 3%, the iPhone 15 series propelled Apple’s overall revenue growth by 5% year-on-year (Counterpoint Research). A major factor behind this performance was the iPhone’s ASP, which exceeded $900 for the first time (Counterpoint Research). This pattern reveals Apple’s continued focus on high-end devices, effectively capturing premium-market buyers. Additionally, Apple extended its reach into emerging markets in 2024, with Latin America seeing a remarkable 44% year-on-year surge in iPhone sales (Counterpoint Research).
Samsung
Samsung also experienced favorable market conditions, propelled by robust sales of the Galaxy S24 family. Samsung-centric outlet SammyGuru reported a 19% annual increase in flagship sales, driven largely by the Galaxy S24 Ultra, which alone accounted for nearly half of S24 series sales (SammyGuru).
Sales and Market Share of Key Handsets
To provide a clearer comparison of leading devices, here is a concise table that consolidates data from various expert sources. Please note that figures might vary based on distinct methodologies, time frames, and regional focuses:
| Handset | Sales Figures (units sold) | Market Share (%) |
| Apple iPhone 15 Pro Max | 21.8 million (1H 2024) | ~10% (Feb 2025) |
| Apple iPhone 15 | Not available | ~10% (Feb 2025) |
| Samsung Galaxy S24 Ultra | 16.82 million (2024) | Not available |
| Samsung Galaxy A54 5G | Not available | Not available |
| Apple iPhone 14 Pro Max | 26.5 million (1H 2023) | Not available |
| Google Pixel 8 Pro | Not available | 12.9% (Oct 2024, North America) |
| Samsung Galaxy S23 Ultra | Not available | ~30% of Galaxy S23 series (2023) |
| Apple iPhone 11 | Not available | 11.60% (Feb 2025) |
| Samsung Galaxy A15 5G | 17.3 million (1H 2024) | Not available |
| Samsung Galaxy A15 4G | 17.3 million (1H 2024) | Not available |
| Xiaomi Redmi 13C 4G | Not available | Not available |
| Apple iPhone 15 Plus | 3.7 million (1H 2024) | Not available |
Numbers may differ from one report to another, reflecting the diverse range of research techniques, data segments, and timing used by various analysts.
Comparison of Findings
Discrepancies in data emerged while comparing figures from different sources. One study indicated that Apple sold 21.8 million iPhone 15 Pro Max units in the first half of 2024, while a separate publication claimed that the entire iPhone 15 series achieved shipments of 225.9 million devices in 2024. Such variations often arise from differing analytical methodologies, reporting windows, and region-specific trends. Nonetheless, the consensus remains that Apple and Samsung largely commanded the higher echelons of global smartphone rankings throughout the year.
Synthesis and Conclusion
Throughout 2024, Apple and Samsung continued their long-standing rivalry atop the global smartphone market. Apple’s iPhone 15 series, with its successful Pro editions, showcased consumers’ willingness to invest in flagship handsets replete with advanced functionalities. Simultaneously, Samsung’s Galaxy S24 lineup fortified its reputation as a premium Android alternative, particularly through the popularity of the S24 Ultra.
This preference for high-spec models underscores a broader shift in consumer behavior toward premium devices. Even so, mid-range and budget-friendly options retained a strong appeal, as demonstrated by the success of Samsung’s Galaxy A15 series and the Xiaomi Redmi 13C 4G. Competitive price points and well-rounded feature sets continue to attract a wide segment of buyers, especially in emerging markets.
Notably, Apple’s vigorous expansion into Latin America—with a 44% rise in iPhone shipments—indicates that newer regions offer untapped growth potential (Counterpoint Research). In essence, the events of 2024 emphasized the smartphone sector’s continual evolution, influenced by modern innovations such as artificial intelligence, more accessible 5G connectivity, and ongoing shifts in consumer preferences. Moving forward, premium positioning, affordable alternatives, and targeted growth in nascent markets are all poised to shape the smartphone narrative in the years ahead.