Increased Popularity of iPhone Pro Models
At the top of the sales chart, Apple leads significantly: the iPhone 15 emerged as the best-selling smartphone of 2024, closely followed by the iPhone 15 Pro Max and iPhone 15 Pro. Another notable finding from the study is the growing success of Apple’s Pro models. From their launch, the iPhone 16 Pro and 16 Pro Max outperformed their standard counterparts, confirming consumers’ preference for high-end smartphones.
This phenomenon can be attributed to a loyal and demanding segment: the early adopters, tech enthusiasts, and those who upgrade their iPhone every year prefer these versions from September, thereby boosting sales during the holiday season. Afterward, demand stabilizes, and standard models become more popular among budget-conscious consumers.
Apple and Samsung Lead while Challengers Advance Quickly
Despite a 3% drop in iPhone shipments, Apple maintained strong revenues thanks to an increase in the average selling price (ASP), surpassing $900 for the first time. The California-based company also made significant inroads into emerging markets, with a 44% increase in shipments to Latin America.
On the other hand, Samsung remains the leader in shipment volume, even though its sales saw a slight decline. The brand managed to increase its ASP by 2%, aided by the introduction of artificial intelligence-based features in the Galaxy S24 series, which outperformed its predecessor.
Among other players, Vivo saw the fastest revenue growth (+20%), driven by solid performances in China and India. Meanwhile, Xiaomi recorded the highest increase in shipments (+16%), thanks to its aggressive pricing of affordable 5G models and expansion in Latin America and the Middle East.
2025 Outlook: AI and 5G Set to Drive Growth
The smartphone market is expected to maintain moderate growth in 2025, driven by two major trends. Artificial intelligence is becoming a key differentiator: the success of the Galaxy S24 Ultra, Samsung’s first model to rank in the top 10 global sales since 2018, highlights the interest in AI features. Similarly, there is a rise in mid-range and entry-level 5G smartphones: emerging markets (India, Southeast Asia, Africa) are becoming strategic areas, where more affordable devices are gaining traction.