Top 10 Global Bestsellers 2023: All iPhone & Samsung

According to the global monthly smartphone brand focus report released by Counterpoint Research, Apple occupied the top seven spots in the list of the best-selling smartphones worldwide in 2023, while the other three spots were taken by Samsung.

Compared to 2022, Apple added one more spot on the list. In fact, since 2021, only Apple and Samsung have consistently dominated the top ten best-selling rankings globally. Additionally, in 2023, the total sales of the top ten smartphones reached a historical high of 20%, an increase from 19% in 2022.

The Apple iPhone 14 was the best-selling smartphone of 2023, with half of its sales coming from the United States and China. Meanwhile, the iPhone 14 accounted for 19% of the total iPhone sales in 2023, which was significantly lower compared to the iPhone 13, which accounted for 28% of the total iPhone sales in the previous year.

This difference is speculated to be mainly due to the limited differences between the iPhone 13 and iPhone 14, resulting in a low motivation for users to upgrade to the basic model. Consumers opted to purchase the higher-end model, leading to increased sales of the iPhone 14 Pro series. Additionally, the iPhone 14 Pro offered upgrades such as Dynamic Island, more advanced chips, and a higher refresh rate, which also boosted consumers’ purchase intentions.

The newly launched iPhone 15 series occupied the top three spots on the best-selling list globally in the fourth quarter of 2023, with the iPhone 15 Pro Max becoming the best-selling smartphone.

Despite the poor performance of its main competitors, Apple maintained stable overall sales in 2023, thanks to significant growth in emerging markets such as India and the Middle East and Africa. In 2023, India became the fifth largest smartphone market globally, with iPhone sales exceeding 10 million units in a single year, highlighting the importance of the market for Apple. The strong demand in India helped the sales of the iPhone 15 series compete with the iPhone 14 series from 2022.

As the longest-standing model on the list, the Apple iPhone 13 maintained the fourth position in Japan and India, achieving a double-digit annual growth rate. In Japan, promotional activities by telecom providers drove the sales of the classic iPhone, while in India, the high cost performance of the iPhone 13 made it a popular choice.

Samsung’s budget-friendly A series secured three positions in the top ten list due to its excellent value for money and support from user groups in various regions. The Samsung Galaxy A14 5G ranked eighth thanks to high sales in the United States and India. Notably, it was the best-selling smartphone in India in 2023. As the only LTE-supported smartphone on the list, the Samsung Galaxy A04e and A14 4G successfully entered the top ten thanks to their affordable prices, driven by sales in emerging markets such as Brazil, India, Mexico, and Indonesia.

Counterpoint Research predicts that in 2024, the top ten best-selling smartphones will account for a larger proportion of total smartphone sales as OEMs focus on more simplified product portfolios. Additionally, Counterpoint Research forecasts that Chinese brands will enter the top ten list. With OEMs increasingly launching models that only support 5G, the top ten models in 2024 are likely to be exclusively 5G-enabled phones.

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