Highlights

• iPhone 15 Pro Max is the top-selling smartphone globally in Q1 2024.
• Outperforms Samsung’s Galaxy S24 Ultra, which ranks fifth.
• Pro models now generate over 60% of Apple’s smartphone revenue.
• Despite a decline in overall iPhone sales, high-end models see increased demand.

Already a unanimous victory of consumers over affordable products, Apple’s flagship iPhone 15 Pro Max has become the most successful smartphone model in the world in the first quarter of 2024, according to the latest data from the research firm Counterpoint.

This has seen the Cupertino giant outdo its cut-throat competitor Samsung and its flagship Galaxy S24 series.

Commenting on the near-term outlook, Research Director Tarun Pathak said, “Growth is expected to be slow but steady in the near term. However, revenues are expected to grow faster as the ongoing premiumization trend is likely to persist, especially with the rise of newer form factors and capabilities such as foldables and GenAI.

More than 10 OEMs have launched over 30 GenAI-capable smartphones so far. We estimate that GenAI’s share of overall smartphone shipments will reach 11% by 2024.”

Commenting on Apple’s performance, Research Director Jeff Fieldhack said, “Tough competition in China, record low upgrades in the US and a difficult compare from last year due to iPhone 14 Pro’s supply shifting to Q1 2023 all weighed on iPhone performance.

However, there were upsides as well. An improved product mix with 15 Pro’s performing better than its predecessors, and an increasing footprint in emerging markets, helped Apple in arresting some of the declines. Emerging markets especially provide long term growth opportunities. We also expect the inclusion of GenAI later this year to contribute to iPhone upgrades.”

Commenting on overall market dynamics, Senior Analyst Prachir Singh said, “Smartphone shipments grew during the first quarter as emerging markets continued their strong momentum, while Europe, especially Central and Eastern Europe, grew the most compared to a difficult Q1 2023.

Consumer demand in these markets has been growing gradually and the inventory levels have improved. MEA was the fastest growing region due to the strong shipments of TECNO, Xiaomi and HONOR. China also grew YoY owing to strong Lunar New Year sales and Huawei’s comeback.

The India market also saw growth thanks to exiting 2023 with healthy inventory levels. The mature markets of North America and Japan declined relative to the same period in 2023.”

iPhone 15 Series Tops the List

According to Counterpoint’s global smartphone shipment report for the first quarter of 2024, the iPhone 15 Pro Max topped the list, beating even Apple’s own iPhone 15, iPhone 15 Pro, and last year’s iPhone 14 models. 

Samsung’s current premium offering, the Galaxy S24 Ultra, had to settle for fifth place on the chart.

Making up the top ten were the iPhone 15 Plus at number eight, with Samsung’s Galaxy S24 and mid-range A34 securing the final two spots.

This leaderboard has shown us a very notable trend – consumers are increasingly gravitating towards high-end, flagship smartphone experiences.

iPhone Pro Max Sales Surprising

For the first time in history—excluding sales seasons—Counterpoint is estimating that Pro model iPhones now command over 60% of Apple’s smartphone revenue, which was only 24% in Q1 2020.  

This trend fits entirely with earlier reports from January that told the world that Apple had bested Samsung in overall smartphone sales for all of 2023—a testament to the continued appeal of the iPhone.

Yet, not everything was hunky-dory for Apple in Q1 2024.

While the premium iPhone segment was bright, overall iPhone sales fell 10% year-over-year.

Despite this, the company managed to lessen the sting with very high growth in services revenue.  

Apple also struggled in the important Chinese market where iPhone shipments dipped below Samsung, Huawei, and Xiaomi.  

But a Q1 2024’s stellar success of the iPhone 15 Pro Max affirms Apple’s continued dominance in the premium smartphone market and the consumer’s willingness to pay for the latest mobile experiences.

APPLE IPHONE 15 PRO MAX SPECIFICATIONS

FAQs

Which smartphone topped global sales in the first quarter of 2024?

The iPhone 15 Pro Max was the best-selling smartphone worldwide in the first quarter of 2024, according to Counterpoint.

How does the iPhone 15 Pro Max compare to other models from Apple and competitors?

The iPhone 15 Pro Max outshone other models including Apple’s iPhone 15, iPhone 15 Pro, and the Samsung Galaxy S24 Ultra in global sales.

What is the revenue contribution of Pro model iPhones in 2024?

As of Q1 2024, iPhone Pro models contribute over 60% to Apple’s total smartphone revenue, showing significant growth from 24% in Q1 2020.

How did Apple perform in the smartphone market overall in the first quarter of 2024?

Despite leading with the iPhone 15 Pro Max, overall iPhone sales fell by 10% year-over-year, though service revenue growth helped mitigate this decline.

Did Apple face challenges in any major markets in Q1 2024?

In Q1 2024, Apple experienced a drop in iPhone shipments in China, falling behind Samsung, Huawei, and Xiaomi in that market.

Is iPhone 15 Pro Max Best-selling Smartphone in Q1 2024?

Apple and Samsung dominated the list of top 10 best-selling smartphones in Q1 2024.
This was the first quarter in which the top 10 smartphones were all 5G capable.

This was also Apple’s first non-seasonal quarter when the iPhone Pro Max took the top spot.

The Pro line-up captured half of Apple’s total sales in Q1 2024, a significant increase from 24% in Q1 2020.

Apple and Samsung dominated the top-10 best-selling smartphones list for Q1 2024, each capturing five positions and leaving no spot for other brands, according to Counterpoint Research’s Global Monthly Handset Model Sales Tracker.

This was the first quarter in which the top 10 smartphones were all 5G capable. Besides, the trend towards premiumization was evident, with 7 of the top 10 smartphones being premium (wholesale price at $600 and above).

Apple’s iPhone 15 Pro Max was the best-selling smartphone of Q1 2024. Notably, the Pro Max variant achieved the top position for the first time in Apple’s non-seasonal quarter, reflecting an increasing trend of consumer preference for high-end smartphones.

All four iPhone 15 variants and the iPhone 14 were among the top 10 bestsellers. Further, the iPhone 15 line-up secured the top three spots.

The growing popularity of the Apple Pro line-up was evident, as it captured half of Apple’s total sales in Q1 2024, a significant increase from 24% in Q1 2020.

The Pro iPhones have become the major revenue drivers for Apple, contributing over 60% of its sales value in Q1 2024. The Pro line-up offers substantial upgrades and significant enhancements over the base models.

This strategic move has proven successful, as consumers are willing to pay for premium features. The Pro line-up’s features include an innovative dynamic island interface, more advanced chipsets, ultra-smooth displays, titanium chassis and a telephoto camera.

The iPhone 15 Pro Max performed well despite its first price increase since the launch of the Pro series in 2019, indicating a strong consumer desire for the extra features the Pro line offers.

Samsung’s Galaxy S24 series secured two spots in the top 10 for Q1 2024, with its Ultra variant ranking fifth and the base variant coming in ninth.

The strong performance of the S24 series can be attributed to Samsung’s early refresh of the series, and its efforts in generative AI (GenAI) technology.

The S24 series was the first to reach the market with GenAI features and capabilities, allowing users to create unique content and experience a new level of interaction with their smartphones.

Consumers are holding onto their smartphones for longer periods because upgrades are offering limited differentiation in features.

This leads consumers to opt for high-end smartphones to ensure their devices remain technologically relevant for a longer duration.

Going forward, we expect the top 10 best-selling smartphones to capture a larger share of total smartphone sales as OEMs are focusing on leaner portfolios with premium features, including GenAI.

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