According to Counterpoint Research's global sales tracking report on mobile phone models, the iPhone 15 is the best-selling smart phone in the global market for the third quarter of 2024, with the iPhone 15 Pro Max and iPhone 15 Pro following closely behind. Samsung occupies five positions in the global top ten best-selling smart phones, maintaining the largest market share, while apple follows closely behind with four positions. This distribution has remained unchanged since 2023, indicating a stabilization in consumer preferences. Although Apple’s share in the top ten seems to have slightly decreased, Samsung's share has increased, keeping the total market contribution rate of the top ten smart phones around 19%.

Consumer preference for high-end smart phones is increasing, gradually narrowing the market share gap between the base iPhone and iPhone Pro models. Notably, in the third quarter of this year, iPhone Pro models accounted for half of the total sales for the first time. This change is helping apple to promote the sales of high-priced devices.

In addition, consumers currently tend to prefer the latest iPhone models, especially in emerging markets, which further promotes the sales of apple's high-priced models. Apple has facilitated this trend through attractive retail financing schemes and trade-in offers, making it easier for consumers from different income levels to accept the latest iPhone.

Samsung's Galaxy S24 has ranked among the top ten for the third consecutive quarter in the third quarter of 2024. Moreover, this is the first time since 2018 that the Galaxy S series has entered the top ten in the third quarter. The sales of the Galaxy S24 series have greatly benefitted from strong marketing of its GenAI features.

Samsung's Galaxy A series occupies four spots in the top ten, thanks to its widespread distribution in different regions and its focus on the mid-to-low-end market. Samsung has accurately positioned these devices, offering competitive pricing and long-term software support. However, within the top ten, the share of high-end Galaxy A series phones has been squeezed by the Galaxy S series and mid-range A series phones.

Apple and Samsung are further strengthening their high-end positioning through Apple Intelligence and Galaxy AI, helping them maintain their dominance in the rankings. Both brands are leveraging GenAI as a differentiating factor in the high-end market.