Introduction
In 2024, the smartphone landscape continues to evolve with dynamic competition among brands. The latest report from market research firm Kantar reveals that Apple's iPhone 16 series has solidified its position as the top-selling smartphone worldwide. While Apple's dominance remains formidable, Android brands are capitalizing on their strengths, particularly in the Asia Pacific region, showcasing a diverse and competitive market. The growing influence of artificial intelligence (AI) features is also reshaping consumer preferences, adding yet another layer of complexity to purchasing decisions.
Insights from the Kantar report indicate that Apple's iPhone 16 series led the global sales charts, while Android brands experienced notable growth, especially in the Asia Pacific. Consumers are increasingly letting AI capabilities sway their choices, with over 20% of buyers acknowledging the impact of AI on their decisions. In this competitive marketplace, Samsung continues to dominate the Android category, with the Galaxy A55 ranking as the most popular model in Great Britain.
Despite Samsung's stronghold, the rivalry with brands like Xiaomi and Google Pixel intensifies. The iPhone 16 series has also made a significant impact in Europe, particularly in Great Britain, while the Google Pixel 9 series experienced a slight dip in sales, with the earlier Pixel 8 series seeing a boost thanks to holiday promotions. Xiaomi's discounted 13 series has gained traction in Spain.
| Europe | United States | Australia | Mainland China | Japan |
|---|---|---|---|---|
| iPhone 16 Pro | iPhone 16 Pro Max | iPhone 16 Pro Max | iPhone 16 Pro Max | iPhone 16 |
| Samsung | iPhone 16 | iPhone 16 | iPhone 16 Pro | iPhone 16 Pro |
| iPhone 15 | iPhone 16 Pro | iPhone 16 Pro | iPhone 16 | iPhone 15 |
| iPhone 16 | iPhone 15 | iPhone 12 | Huawei Mate 60 Pro | iPhone 14 |
| iPhone 16 Pro Max | iPhone 14 | Samsung Galaxy A35 | Huawei Mate 60 | Google Pixel 8a |
Top 5 selling smartphones by region in 2024 | Source — Kantar (based on Worldpanel ComTech Smartphone Operating System (OS) data for Q4)
Current Trends in the U.S. and Asia
Apple retains an impressive hold on the U.S. market, capturing 54% of the market share, with the iPhone 16 series constituting 20% of all smartphone sales; the Pro Max model is particularly favored. Meanwhile, Samsung continues to maintain steady sales through its popular Galaxy series. Increasing competition has been noted from both Motorola and Google Pixel, with the latter's Pro model seeing a rise in popularity.
In the Asia Pacific region, sales trends are more varied. Australia has proven challenging for Apple, although their iPhone 16 series remains popular. Local manufacturers like Vivo and Xiaomi are gaining traction in Mainland China, where Huawei continues to reign supreme. Despite this, the iPhone 16 series, particularly the Pro Max variant, leads the sales charts. Japan has observed a surge in Android sales, particularly from Motorola, Samsung, and Google Pixel, with the Pixel brand surpassing Sharp in popularity thanks to its budget-friendly models.
The Growing Role of AI in Consumer Choices
Interestingly, consumer interest in AI features is on the rise, with a survey indicating that 23% of buyers in Europe and the U.S. prioritize AI capabilities in their brand selection. Apple iPhone buyers demonstrate an even greater inclination, with 27% acknowledging AI's influence. As we look to 2025, AI innovation is poised to take center stage; although there is caution against 'AI fatigue' where consumers may grow indifferent to AI features that fail to deliver significant benefits.
While there is no standout AI feature that has defined modern smartphones, the expectation remains that a truly transformative AI capability could emerge, seamlessly integrating across applications to enhance user experience. Companies like Samsung are making strides in this area with their Now Brief assistant, pushing the boundaries of what AI can achieve in mobile technology.
Despite the surging interest in AI, many consumers are still unaware of specific features and their potential advantages, emphasizing that while AI is a vital battleground, it is not the sole factor influencing smartphone purchases. Elements such as pricing, brand loyalty, and regional preferences will continue to shape consumer decisions, leading to a diverse array of options and innovations available in the marketplace.
