Apple’s iPhone 15 emerged as the best-selling smartphone globally in 2024, surpassing competitors who are primarily concentrating on leveraging the consistent growth of generative artificial intelligence in mobile technology, according to a recent report.
The iPhone 15 lacks support for Apple Intelligence, introduced in September; however, according to Counterpoint Research’s annual report released on Monday, half of the top 10 most popular smartphones are equipped with generative AI capabilities. This indicates a significant shift towards this transformative technology. Since Counterpoint began monitoring global sales data in 2018, the company based in Cupertino, California, has consistently retained its leading position.
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Last year, it secured six positions in the top 10 sales rankings, primarily driven by its entry-level flagship model and four devices equipped with generative AI capabilities. The premium iPhone 15 Pro Max and iPhone 15 Pro took the second and third spots, respectively. Additionally, the iPhone 16 Pro Max and iPhone 16 Pro, part of Apple’s latest offerings, ranked fifth and ninth, respectively.
Here is the list of top 10 best-selling smartphones in 2025
| Rank | Brand | Smartphone |
| 1 | Apple | iPhone 15 |
| 2 | Apple | iPhone 15 Pro Max |
| 3 | Apple | iPhone 15 Pro |
| 4 | Samsung | Galaxy A15 5G |
| 5 | Apple | iPhone 16 Pro Max |
| 6 | Samsung | Galaxy A15 4G |
| 7 | Samsung | Galaxy S24 Ultra |
| 8 | Apple | iPhone 14 |
| 9 | Apple | iPhone 16 Pro |
| 10 | Samsung | Galaxy A06 |
The iPhone 14, which led Counterpoint’s rankings last year, continued to maintain its popularity, securing the eighth position. The iPhone 15 benefited from strong sales in the United States and China, which together represented almost 50% of total sales. Additionally, the growing consumer inclination towards the iPhone 15 Pro models contributed to it surpassing half of all annual iPhone sales for the first time, according to Counterpoint in Hong Kong.
South Korea’s Samsung has found stability through its mid-range products, with the Galaxy A15 5G securing the fourth position, the Galaxy A15 4G in sixth, and the Galaxy A05 in tenth. The sole premium model on the list is the Galaxy S24 Ultra, which ranks seventh. This marks a significant achievement, as it is the first Galaxy S series smartphone to appear in Counterpoint’s annual top 10 since 2018.
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The Galaxy S24 series is recognized as the inaugural line of smartphones to incorporate widely accessible generative artificial intelligence features, a strategic move by Samsung aimed at fostering future growth, according to Counterpoint Research analyst Harshit Rastogi. He noted that “Samsung’s focus on these cutting-edge functionalities has led to impressive market performance and a significant first-mover advantage.”
Smartphones continue to be the leading and most significant consumer electronic devices. They have evolved into vital instruments for communication, business, education, and various everyday tasks.
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As generative AI gains traction, manufacturers are eager to integrate cutting-edge technologies to attract a broader audience. Apple and Samsung are competing fiercely in this arena, enhancing their offerings through collaborations with OpenAI, the creator of ChatGPT, and Google, respectively.
The anticipated growth in the adoption of smartphones featuring generative AI technology is on the rise, as original equipment manufacturers (OEMs) emphasize generative AI as a significant differentiator in their premium products. Counterpoint projects that there will be a notable increase in the availability of generative AI-enabled smartphones by 2025.
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