Revealed: The Top Smartphones of 2024 That Everyone’s Talking About – Find Out Why! Global Smartphone Market Report (2024).

Market Overview

The global smartphone market returned to growth in 2024 after two years of decline. Worldwide smartphone shipments are forecast to reach roughly 1.24 billion units in 2024, reflecting about 6.2% year-over-year growth​ businesswire.com. This rebound was fueled by pent-up demand for upgrades and a more stable macroeconomic environment, especially in emerging markets. Key growth drivers include the wider rollout of 5G networks, consumer demand for better cameras and faster processors, and new device launches that excited buyers​ counterpointresearch.com. However, industry growth is expected to moderate to low single digits from 2025 onward (around 2–3% annually) as smartphone penetration nears saturation and users hold onto devices longer. Increasing availability of used smartphonesand longer replacement cycles are headwinds that could slow growth in mature markets. Even so, 2024’s strong performance – including a 10% surge in Q1 2024 shipments – indicates the smartphone sector remains robust, with global revenues rising ~5% and average selling prices hitting record highs amid a premium-product trend​ counterpointresearch.com.

Key Players and Market Share

The smartphone industry is dominated by a few key manufacturers. Apple and Samsung are virtually tied as the top global vendors, each capturing about 18–19% of worldwide smartphone shipments in 2024. Apple edged into the top spot with an estimated 18.7% market share (helped by strong iPhone 15 sales), closely followed by Samsung at 18.0%. Xiaomi solidified its place as the third-largest vendor, expanding to roughly 13.6% global share on the back of fast growth in affordable Android handsets. Other significant players include Oppo and Vivo (both part of BBK Electronics) and Transsion Holdings (maker of Tecno, itel, and Infinix brands). These companies each command high single-digit percentages of the market, thanks to their strength in populous markets like China, India, and Africa. For example, in Q1 2024 Transsion and Oppo each held about 8–10% share by volume. The competitive landscape in 2024 saw Chinese manufacturers collectively growing their influence – Chinese brands accounted for over half of global smartphone shipments in late 2024. Despite Apple and Samsung’s leadership, they faced intensified competition from rising Chinese OEMs (e.g. Xiaomi, Oppo, vivo, Honor), especially in mid-range and budget segments. Notably, Apple’s and Samsung’s unit sales dipped slightly in 2024 (each down ~1% YoY), while Xiaomi’s shipments jumped by over 15%, highlighting the gains made by Chinese brands in price-sensitive markets.

Consumer Preferences

Consumer buying preferences in the smartphone market are shaped by a balance of price, features, and brand ecosystem. Price range remains a crucial factor for many buyers – mid-range devices (roughly $300–$600) represent a large share of volume in emerging markets, while premium phones (above $800) have a growing niche of enthusiasts in developed regions. Surveys consistently show price and battery life as top considerations in smartphone purchases, followed closely by camera quality and device durability. Indeed, improved camera capabilities have become a major selling point as consumers use smartphones as their primary cameras. At the same time, the market is experiencing a “premiumization” trend: a greater proportion of consumers are opting for high-end models that offer the latest features. In 2024, premium flagship devices (like Apple’s Pro series or Samsung’s Ultra models) accounted for a larger slice of sales than ever before​ cybernews.com​ cybernews.com. This shift is aided by attractive financing plans and trade-in programs, which make expensive phones more accessible​ cybernews.com.

Brand loyalty also heavily influences consumer behavior in this industry. Apple enjoys exceptional loyalty – around 90%+ of iPhone users stick with iPhones when upgrading​ coolest-gadgets.com. (One analysis pegged Apple’s retention rate at about 92% in recent years​ coolest-gadgets.com.) This loyalty is driven by customer satisfaction with Apple’s ecosystem and support, as well as high resale values. Android users exhibit more varied loyalty patterns. Samsung, the leading Android brand, has a strong following but with a somewhat lower retention rate (estimates in the 70–80% range) – meaning a notable share of Samsung owners consider switching brands when upgrading​ sellcell.com. Consumers in many markets are willing to try new brands if they offer better value or innovative features, which has enabled rising brands (like Xiaomi or OnePlus) to build a fanbase. Still, ecosystem lock-in (for example, familiarity with iOS or Android services) and post-purchase support (updates, warranty, trade-ins) play significant roles in repeat purchase decisions. In summary, customers increasingly seek value for money – balancing cost against desired features like 5G capability, large displays, long battery life, and excellent cameras – and they often remain loyal to brands that meet those expectations consistently.

Technological Trends

The smartphone industry in 2024 is marked by rapid technological innovation, as manufacturers introduce new features to entice consumers. 5G integration has become standard in most new smartphones, even in mid-range tiers, enabling much faster data speeds. Widespread 5G availability has in fact been a catalyst for upgrades as users look to take advantage of better connectivity. Another prominent trend is the emergence of foldable smartphones. Companies like Samsung, Motorola, and several Chinese OEMs (e.g. Huawei, Oppo) have released phones with flexible, folding displays. These foldable phones garnered significant media attention, though their market share remains small. In 2024, foldable phone shipments actually saw a modest decline in one quarter, and overall volumes are low relative to slab-style phones. Still, the segment is expected to grow about 10.5% in 2024 and continue expanding with a projected 15.9% CAGR through 2028. Challenges such as high prices, durability concerns, and lack of compelling unique use-cases have kept foldables a niche – but ongoing improvements may gradually drive wider adoption.

Another key technology focus is artificial intelligence (AI) integration in smartphones. Flagship devices increasingly leverage AI for photography (e.g. scene detection, image processing), voice assistants, and personalization. In late 2024, Samsung even touted on-device generative AI features in its Galaxy S24 series (like AI-powered text or image generation), aiming for a first-mover advantage​ cybernews.com. While Generative AI in phones is a hot topic, analysts note it has not yet significantly boosted consumer demand for upgrades. Many vendors are investing in AI capabilities, expecting them to revolutionize user experience in coming years – potentially creating new “must-have” features – but as of 2024 the impact on sales is still limited. We can expect AI-driven enhancements (from smarter voice assistants to AI camera filters and productivity tools) to become standard across even mid-range phones in the near future.

Smartphone camera technology continues to advance rapidly as well. 2024 flagships sport multi-lens setups with larger sensors, offering features like 5× to 10× optical zoom, improved low-light photography (night modes), and 8K video recording. High-end models from Apple, Samsung, Google, and others use computational photography and AI to deliver near-professional camera results – a key selling point for consumers who increasingly rely on their phones for all photography. Likewise, display technology has pushed forward: many premium phones now feature high-refresh-rate (120Hz) OLED displays with high resolution, while even budget phones often come with large, bright screens. Other notable trends include faster charging technology (with some phones supporting 65W to even 100+W charging for a full charge in under 30 minutes) and the rise of eSIM (embedded SIMs) replacing physical SIM cards. There’s also growing interest in satellite connectivity in smartphones for emergency messaging in areas without cell coverage – a feature introduced in select 2023–2024 devices. In sum, innovation in form factors (foldables), connectivity (5G, satellite), intelligence (AI features), and components (camera, display, silicon) is driving the smartphone market’s evolution, giving consumers compelling reasons to upgrade.

Regional Market Insights

Smartphone adoption and brand preferences vary widely by region due to economic and cultural differences. North America (led by the United States) is a highly saturated market with smartphone penetration around 85–90%. Consumers in North America favor premium devices – in fact, Apple holds over half the U.S. smartphone market by sales​ coolest-gadgets.com, reflecting the region’s strong preference for iPhones and high-end Samsungs. Carrier upgrade programs and financing in the U.S. help sustain a roughly 2-3 year upgrade cycle, though replacement cycles are lengthening slightly. North American buyers also tend to demand the latest features (5G, advanced cameras), and 5G coverage is widespread in this region.

Europe is another mature market with high penetration. Here, Android devices collectively lead market share, although Apple has grown to about 35–40% share in Europe in recent years​ coolest-gadgets.com. Samsung and Chinese brands like Xiaomi and Oppo have a strong presence across Europe, especially in the mid-range segment. European consumers are price-conscious but also value quality – mid-tier models from Xiaomi or OnePlus have gained popularity for offering flagship-like features at lower cost. Additionally, the void left by Huawei (after its retrenchment due to sanctions) allowed other Chinese brands to expand in Europe. Overall smartphone demand in Europe is relatively flat, with growth coming mainly from upgrade cycles (e.g. shifting to 5G models) and some first-time smartphone users in Eastern Europe and Russia.

The Asia-Pacific region is the largest smartphone market globally, with diverse sub-markets. China alone accounts for a huge portion of global smartphone sales. China’s market is now saturated in urban areas, but domestic brands dominate: companies such as Oppo, Vivo, Xiaomi, and Honor (and previously Huawei) collectively hold the majority share, while Apple captures a smaller (yet significant) premium segment share (roughly 18–20% of China’s market). Chinese OEMs have been aggressive with innovation and pricing in their home market, which helped them also expand internationally. India is another critical market – now one of the fastest-growing, thanks to millions of first-time smartphone buyers each year. In India, affordable Android phones (under $200) from Xiaomi, Samsung, and Transsion’s brands (like itel) are extremely popular, while Apple’s presence is limited to the premium tier (though Apple saw record growth in India in 2024 as it opened local retail stores). Across Southeast Asia, Africa, and Latin America, lower-cost smartphones (<$300) are driving adoption. For example, Transsion’s brands lead in many African countries by offering ultra-low-cost models tailored to local needs (dual SIM, long battery life). In these emerging markets, Android’s market share is overwhelming (often 85–90%+), with Google’s OS powering virtually all non-Apple devices. Consumers in such regions prioritize durability, battery life, and price, and they often purchase devices outright (vs. contract subsidies common in the West).

Regional differences also show up in technology adoption. 5G rollout is farthest along in North America, East Asia, and parts of Europe, where 5G phones now comprise the bulk of new sales. In contrast, regions like Africa and parts of South Asia are still building out 4G infrastructure, and 5G adoption is nascent – so 4G smartphones remain the main sellers there in 2024. Additionally, certain form factors have regional appeal: for instance, large-screen phones are especially popular in Asia, where content consumption on mobile is high, whereas smaller premium phones have a niche in markets like Japan. Brand preferences can be regional too (e.g. Xiaomi is extremely popular in India and Spain, OPPO/Vivo in China and Southeast Asia, Apple in the US, Japan, and affluent city markets globally). Local economic conditions in 2024 also played a role: markets like Latin America and Eastern Europe, which faced higher inflation and currency fluctuations, saw consumers gravitate to budget models or hold off on upgrades, whereas countries with recovering economies experienced a stronger uptick in smartphone sales. In summary, North America and Europe are high-end leaning and upgrade-driven markets, while Asia-Pacific, Africa, and Latin America are fueling unit growth with first-time buyers and switchers in the budget and mid-tier segments.

Economic Impact on the Smartphone Industry

Global economic trends in 2024 had a direct impact on the smartphone industry’s performance. On one hand, improved economic stability in many regions (compared to the turbulence of 2020–2022) boosted consumer confidence, leading to increased discretionary spending on electronics. Many emerging market economies stabilized, allowing consumers to upgrade phones that they had held onto during leaner times. This was a factor in the robust sales rebound seen in 2024. On the other hand, inflation and rising costs presented challenges. Higher prices for components and logistics, partly due to inflation, led smartphone makers to raise retail prices or reduce discounts. According to analysts, rising input costscontributed to average smartphone prices reaching all-time highs in 2024. This trend of more expensive components (chips, displays, etc.) put pressure on profit margins and also on consumers, potentially lengthening how long people keep their phones to get their money’s worth.

Supply chain issues have largely eased compared to the peak of the pandemic era, but the industry is not entirely in the clear. In the early 2020s, smartphone production was hit by semiconductor shortages and factory shutdowns; by 2024 these shortages had mostly resolved, and companies adapted by diversifying their manufacturing bases. For example, Samsung and Apple both ramped up production in regions like India and Vietnam to reduce reliance on any single country. However, new geopolitical risks emerged: trade policies and tariffs remain a concern. Industry observers noted that the threat of new U.S.–China trade tariffs in 2025 created uncertainty for the smartphone supply chain and pricing. Any such tariffs on imported phones or components could raise costs for manufacturers and consumers alike. Additionally, currency fluctuations (partly tied to inflation and varying interest rates globally) impacted smartphone pricing – companies sometimes had to adjust local prices to account for weaker currencies in markets like Turkey or Argentina.

Another economic factor is the growing used and refurbished smartphone market. With inflation squeezing budgets, more consumers (especially in North America and Europe) are selling or trading in old phones and buying refurbished recent models as a cost-saving measure. This trend creates an affordable alternative to buying new, but it can cannibalize new phone sales, posing a challenge to OEMs. In response, many manufacturers and carriers expanded trade-in incentives in 2024 to entice consumers to upgrade to new models by giving credit for old devices​ cybernews.com. Lastly, economic polarization in some markets means that while a segment of consumers eagerly buys $1000+ flagship phones, another segment is downgrading to cheaper devices or delaying purchases due to cost of living concerns. Overall, the smartphone industry in 2024 had to navigate a complex economic landscape – balancing pricing strategies against inflation, securing component supply in a still-fragile global supply chain, and sustaining consumer demand in the face of financial pressures.

Most Popular Smartphones of 2024

In 2024, a handful of smartphone models stood out as best-sellers worldwide, reflecting both strong sales figures and positive consumer reception. According to Counterpoint Research’s global handset tracker, Apple’s iPhone 15 emerged as the world’s top-selling smartphone model of the year​ cybernews.com. It was followed by Apple’s ultra-premium variants – the iPhone 15 Pro Max and iPhone 15 Pro – which took the second and third spots respectively in global sales rankings​ cybernews.com. This marks a significant shift towards high-end devices: for the first time, Apple’s Pro series iPhones (with premium features and prices) made up over half of all iPhones sold in the year​ cybernews.com. Attractive carrier deals, installment plans, and trade-in offers helped drive this premiumization trend, broadening the reach of $1000+ iPhones even in emerging markets​ cybernews.com.

Samsung also had a strong showing in the 2024 popularity charts. Notably, Samsung’s Galaxy A15 (in both its 5G and 4G versions) ranked among the top-selling models globally​ cybernews.com. The Galaxy A15 is a budget-friendly smartphone that gained massive popularity due to its balance of solid features and affordable price, especially in markets like South Asia and Latin America. Samsung Galaxy S24 Ultra, the flagship released in early 2024, was another hit – it claimed the 7th spot among best-selling models worldwide​ cybernews.com. The S24 Ultra’s inclusion in the top ten is significant, as it’s the first Samsung “Ultra” flagship to make the annual top seller list in several years (since 2018)​ cybernews.com. This indicates robust demand for Samsung’s top-tier offering, likely driven by its cutting-edge camera, large high-quality display, and Samsung’s integration of new AI features. Rounding out the global top ten were other models from Apple and Samsung – for example, Samsung’s Galaxy A05, an ultra-budget phone, was the 10th best-selling device of 2024, highlighting the continuing large demand for entry-level smartphones in developing markets​ gagadget.com. It’s telling that only Apple and Samsung models appeared in the top 10 rankings by units sold – a testament to the breadth of Apple’s appeal and Samsung’s wide portfolio covering all price tiers​ cybernews.com.

Below is a comparative table of some of 2024’s most popular smartphone models and their key specifications, illustrating the range from premium iPhones to affordable Androids:

Table: Key specifications of some of the top-selling smartphones in 2024. These models reflect a mix of high-end and budget-friendly devices that found global success. Apple’s iPhone 15 series (especially the iPhone 15, 15 Pro, and 15 Pro Max) dominated sales charts, offering premium build quality and industry-leading processors (A16/A17 chips) along with advanced cameras. On the Android side, the Galaxy S24 Ultra stood out for its large high-resolution display and versatile quad-camera system (including a periscopic 10× zoom lens), catering to power users. In contrast, Samsung’s Galaxy A15 and A05 illustrate the popularity of affordable smartphones – they feature big screens and high-megapixel cameras, but use lower-cost LCD displays and simpler processors to hit very low price points. Consumer ratings for these top models were generally positive: for example, the iPhone 15 series earned praise for its performance and camera improvements, while the Galaxy S24 Ultra was lauded for combining productivity features (S-Pen stylus, strong battery life) with top-tier hardware. Even the budget Galaxy A-series models are appreciated for delivering solid everyday functionality at a fraction of flagship prices, underlining why they sold in huge numbers in price-sensitive markets.

Future Outlook

Looking ahead, the global smartphone market is expected to face a mix of opportunities and challenges. Moderate growth is forecast for the next few years – industry analysts project global smartphone shipments will continue to increase, but only in the low single-digit percentages annually. By 2028–2030, yearly smartphone unit sales could approach 1.4–1.7 billion units, reflecting a slowly expanding user base as population growth and emerging market demand offset saturation elsewhere. One notable trend is the diffusion of advanced technologies into lower price tiers. Features like 5G and AI that were once limited to premium phones are rapidly trickling down. In 2025 and beyond, we will likely see even sub-$200 phones with basic AI assistants and robust 5G connectivity, closing the feature gap across price bands. This democratization of tech will be crucial for manufacturers to tap the remaining first-time buyer markets and convince budget-conscious consumers to upgrade.

Artificial intelligence is poised to be a game-changer in upcoming smartphone generations. As GenAI (generative AI) and on-device machine learning mature, smartphones are expected to offer more intelligent experiences – from AI-driven personal assistants that can summarize emails and translate languages in real time, to smart camera software that can create professional-grade images or even AI-generated content. IDC forecasts that by 2028, around 70% of smartphonesshipped will have some form of AI-focused hardware or features built-in. This suggests that AI may become as ubiquitous in spec sheets as cameras and touchscreens are today. In the near term, however, the industry is still exploring the “killer app” for AI in phones – something that truly compels users to upgrade. The expectation is that over the next 2–3 years, flagship devices from Apple, Samsung, Google, and others will heavily market AI capabilities (for productivity, photography, personalization), and these will gradually permeate mid-range models.

5G expansion will continue to be a storyline, though it’s moving from rollout to optimization. By 2025, 5G networks will cover the majority of the world’s population, and attention will turn to 5G Advanced and early research on 6G. Consumers can expect their new phones to deliver even faster and more reliable wireless connectivity, enabling data-hungry applications like high-quality video streaming, cloud gaming, and AR/VR experiences on the go. Speaking of AR/VR, the smartphone market could be influenced by the rise of wearable tech and mixed reality devices (for example, Apple’s push into AR glasses or VR headsets). Smartphones might evolve to serve as hubs or controllers for these new devices, or incorporate more AR features via their cameras. The camera arms race is likely to continue as well – future phones may sport further improved zoom capabilities, larger imaging sensors, and computational photography that approaches DSLR quality, as brands try to differentiate in photography.

In terms of market shifts, foldable phones remain a wildcard for the future. While growth has been slower than initially hyped, manufacturers are iterating on foldable designs (and even rollable concept screens) that might appeal to more consumers if prices come down and durability improves. It’s plausible that by 2026 or 2027, foldables could move beyond niche and capture a mid-single-digit percentage of the market, especially if a major player like Apple enters the foldable space. Sustainability will also shape the smartphone outlook: we expect more brands to emphasize eco-friendly materials, longer software support (to extend device lifespan), and recycling programs, in response to consumer and regulatory pressures.

Lastly, the competitive landscape may see some shifts. Chinese OEMs are expected to keep gaining ground internationally with aggressive pricing and innovation, though they also face headwinds like export restrictions and patent disputes. Apple and Samsung will aim to defend their high-end market share by doubling down on ecosystem services (Apple’s ecosystem lock-in, Samsung’s integration with appliances/Windows, etc.) and technology leadership (e.g., Apple’s custom silicon advancements). There is also potential for new entrants or revived players – for instance, Huawei has been developing its own chip solutions to attempt a comeback in smartphones despite sanctions, and brands like Google (Pixel series) are slowly expanding their presence. Overall, the smartphone of 2025 and beyond will be more powerful, more AI-smart, and more tailored to both high-end and low-end needs. The market’s future growth will hinge on innovation to spur upgrade cycles in saturated regions and affordability to capture the remaining billions of people in developing markets who have yet to own a smartphone. The consensus is cautiously optimistic: even in the face of economic uncertainties, the constant stream of new technologies and the essential role of smartphones in daily life will keep this industry dynamic and resilient for years to come.

Sources:

• IDC Worldwide Quarterly Mobile Phone Tracker, 2024 (via Business Wire press release)​ businesswire.com
• Counterpoint Research, Global Smartphone Market 2024 analysis​ counterpointresearch.com
• Canalys Research, Q1 2024 global smartphone market report
• Reuters Technology News, Jan 2025 – IDC data on 2024 smartphone shipments and market share
• Counterpoint Research via Cybernews – Best-selling smartphone models of 2024​ cybernews.com​ cybernews.com
• Counterpoint Research via Gagadget – Top 10 smartphone models 2024​ gagadget.com
• Consumer brand loyalty surveys (SellCell 2021, etc.)​ sellcell.com; Coolest Gadgets 2025 report on Apple loyalty​ coolest-gadgets.com.