Q1 2024 Smartphone Market Analysis

1. Introduction

• This report analyzes the top ten selling smartphones in Q1 2024, focusing on the dominance of Apple and Samsung in the global market as derived from the Counterpoint Research data.

2. Overview of the Top-Selling Smartphones

• 2-1. Introduction to market leaders

• The first quarter of 2024 was marked by the strong presence of Apple and Samsung in the global smartphone market. According to Counterpoint Research, Apple once again claimed the top positions, with the iPhone 15 Pro Max taking the lead as the best-selling smartphone worldwide. This model achieved a market share of 4.4%, surpassing even its predecessor, the iPhone 14. Samsung followed closely, securing its place in the top ten with multiple models, including the Galaxy S24 Ultra, which emerged as the most popular Android device with a 1.9% market share.

• 2-2. Statistical data on smartphone sales

• Detailed sales statistics for Q1 2024 reveal the following rankings and market shares for the top ten smartphones: 1. **iPhone 15 Pro Max**: 4.4% 2. **iPhone 15**: 4.3% 3. **iPhone 15 Pro**: 3.7% 4. **iPhone 14**: 1.9% 5. **Samsung Galaxy S24 Ultra**: 1.9% 6. **Samsung Galaxy A15 5G**: 1.5% 7. **Samsung Galaxy A54 5G**: 1.4% 8. **iPhone 15 Plus**: 1.3% 9. **Samsung Galaxy S24**: 1% 10. **Samsung Galaxy A34**: 1% Apple and Samsung dominated these rankings, illustrating their strong hold on both premium and mid-range segments. Apple's models occupied the top four positions, highlighting the brand's continued consumer appeal and the positive reception of their new iPhone 15 series. Samsung's flagship and mid-range models filled the remaining slots, demonstrating the company's strategy of catering to various market segments.

3. Apple iPhone 15 Pro Max: The Market Leader

• 3-1. Performance and market share

• The Apple iPhone 15 Pro Max was the top-selling smartphone in Q1 2024. It achieved a market share of 4.4 percent, meaning that out of every 1000 smartphones sold, 44 were an iPhone 15 Pro Max. This made it the dominant device, surpassing Samsung's Galaxy S24 Ultra, which had a market share of 1.9 percent. Other Apple models like the iPhone 15 and 15 Pro also secured top positions, indicating Apple's strong presence in the market.

• 3-2. Comparison with previous models

• The iPhone 15 Pro Max notably dethroned the iPhone 14, which previously held the top spot. The iPhone 14 had a market share of 1.9 percent in Q1 2024, likely boosted by discounts following the release of the iPhone 15 series. The shift in dominance from iPhone 14 to the iPhone 15 Pro Max illustrates consumer preference for newer models with upgraded features.

• 3-3. Consumer reception of new upgrades

• The success of the iPhone 15 Pro Max can be attributed to the positive consumer reception of its new upgrades. These enhancements have not only helped it achieve the highest sales but also kept other models like the iPhone 15 and 15 Pro in prominent positions on the leaderboard. This indicates that the market highly values the advancements provided in the latest iPhone series.

4. Samsung's Performance in Q1 2024

• 4-1. Top Samsung models and their market share

• In Q1 2024, Samsung's Galaxy S24 Ultra emerged as the best-selling Android smartphone, securing the 5th position in the global top ten list with a market share of 1.9%. Following closely, Samsung's mid-range Galaxy A15 5G and Galaxy A54 5G claimed the 6th and 7th ranks, with market shares of 1.5% and 1.4% respectively. The vanilla Samsung Galaxy S24 was positioned 9th with a market share of 1%, and the Galaxy A34 rounded off the list at 10th with a 1% market share.

• 4-2. Comparison with Apple’s market performance

• Apple significantly outperformed Samsung in Q1 2024 with the iPhone 15 Pro Max leading the chart at a 4.4% market share. The iPhone 15 and iPhone 15 Pro followed with market shares of 4.3% and 3.7% respectively. Comparatively, Samsung's top-ranking model, the Galaxy S24 Ultra, held a much smaller market share of 1.9%. This indicates a strong preference for Apple's latest flagship devices over Samsung's offerings in the high-end segment.

• 4-3. Samsung's dominance in the mid-range segment

• Despite Apple's dominance in the premium segment, Samsung maintained a stronghold in the mid-range market. The Galaxy A15 5G and Galaxy A54 5G ranked 6th and 7th in global sales with market shares of 1.5% and 1.4% respectively. Additionally, the Galaxy A34 secured the 10th spot with a market share of 1%. These statistics highlight Samsung's strategic focus on filling the lower segment market gaps left by Apple, particularly in smartphones priced under $500.

5. Detailed Analysis of Market Share

• 5-1. Market share breakdown by model

• The Q1 2024 smartphone market was led by Apple's iPhone 15 Pro Max, which secured the top position with a market share of 4.4%. Following closely, the iPhone 15 achieved a market share of 4.3%, and the iPhone 15 Pro held 3.7%. Samsung's Galaxy S24 Ultra, the best-selling Android device, obtained a 1.9% market share. Other notable models included Samsung Galaxy A15 5G with 1.5%, Galaxy A54 with 1.4%, and Apple's iPhone 15 Plus with 1.3%. The list was rounded out by the Samsung Galaxy S24 and Galaxy A34, each with a market share of 1%.

• 5-2. Trends observed in consumer preferences

• Consumer preferences in Q1 2024 revealed a strong inclination towards premium smartphones, particularly from Apple, which dominated the market with its iPhone 15 series models occupying the top three positions. Samsung's influence was notably significant in the mid-range and budget segments, with models like the Galaxy A15 5G and A54 performing well. The low-end market under $500 saw no substantial offerings from Apple, enabling Samsung to capture this segment with devices like the Galaxy A34.

• 5-3. Impact of pricing and discount strategies

• Pricing and discount strategies played a crucial role in shaping Q1 2024's smartphone market landscape. The iPhone 14, benefiting from discounts post the launch of the new iPhone 15 series, managed to secure a 1.9% market share. This pricing strategy helped maintain Apple's competitive edge. Meanwhile, Samsung's mid-range models like the Galaxy A15 5G and Galaxy A54 gained traction among consumers looking for affordable yet feature-rich smartphones, reinforcing Samsung's position in the mid to low-end market segments.

6. Samsung vs. Apple: A Market Rivalry

• 6-1. Historical competition between brands

• The historical competition between Samsung and Apple has been intensified in recent years. Apple continues to dominate the premium market with its latest iPhone models, while Samsung holds a strong position in both the premium and mid-range market segments. Historically, Apple’s iPhone lineup and Samsung’s Galaxy series have fiercely competed for market dominance. The ongoing rivalry is marked by frequent product innovations and strategic marketing efforts from both brands.

• 6-2. Current standing and market strategies

• In Q1 2024, Apple secured the top positions in the global smartphone market with its iPhone 15 Pro Max, iPhone 15, and iPhone 15 Pro occupying the first, second, and third spots, respectively. The iPhone 15 Pro Max holds a 4.4% market share, followed closely by the iPhone 15 with a 4.3% share. Samsung's highest-ranking model, the Galaxy S24 Ultra, positioned 5th with a 1.9% market share. Samsung's mid-range models, the Galaxy A15 and A54 5G, ranked 6th and 7th, respectively. The competition is particularly fierce in the premium segment, where Apple's latest enhancements in its flagship models have helped it maintain a lead. Meanwhile, Samsung has focused on capturing the market segments unserved by Apple, especially in the mid to lower price ranges, with models like the Galaxy A34 ranking 10th.

• 6-3. Future outlook based on current data

• Based on Q1 2024 data, Apple and Samsung appear to be solidifying their positions in the premium and mid-range segments respectively. With the iPhone 15 Pro Max leading the market, followed by other iPhone 15 series models, Apple’s strong brand loyalty and continuous product innovation continue to drive its dominance. Conversely, Samsung leverages its diverse product lineup to capture broader market segments, especially in regions and price segments where Apple has limited offerings.

7. Glossary

• 7-1. Apple iPhone 15 Pro Max [Product]

• The flagship model of Apple's iPhone 15 series, which captured a 4.4% market share in Q1 2024, making it the best-selling smartphone in this period.

• 7-2. Samsung Galaxy S24 Ultra [Product]

• Samsung's top-selling Android smartphone with a 1.9% market share in Q1 2024, standing as the best-performing Android device in the market.

• 7-3. Counterpoint Research [Company]

• A market research firm providing the data used to analyze smartphone sales and market shares for this report.

8. Conclusion

• The Q1 2024 smartphone market was predominantly led by Apple and Samsung, with the iPhone 15 Pro Max taking the top position. This period highlighted strong competition between these giants, especially in the premium and mid-range segments.

9. Source Documents

• Apple iPhone 15 Pro Max Takes the Top-Seller Crown for Q1 2024https://www.whatmobile.com.pk/apple-iphone-15-pro-max-takes-the-top-seller-crown-for-q1-2024-news-5036
• Apple and Samsung dominate the top-selling smartphones in Q1 2024https://www.businessinsider.in/tech/mobile/news/apple-and-samsung-dominate-the-top-selling-smartphones-in-q1-2024/slidelist/109977094.cms