Apple and Samsung Solidify Premium Smartphone Lead
Apple and Samsung have tightened their control over the premium smartphone market, causing rival manufacturers to rethink their strategies and shift focus to mid-range devices. In Europe, while Samsung remains the top brand overall, Apple's market share surged to a record 27%, signaling strong consumer preference for its high-end ecosystem.
- Globally, the top ten best-selling smartphones in the first quarter of 2024 were exclusively Apple or Samsung models. The iPhone 15 Pro Max led sales with a 4.4% market share, followed by the iPhone 15 and iPhone 15 Pro, with Samsung's Galaxy S24 Ultra ranking fifth. - The trend of "premiumization" is a significant market driver, with devices priced above $800 projected to be the fastest-growing segment through 2031. In 2024, more than 41 million high-end smartphones (costing $800 or more) were sold in Europe, a new record. - While Samsung's premium "Ultra" devices sell well, its overall European leadership is bolstered by its mid-range models; the Galaxy A56 was reportedly Europe's best-selling smartphone in 2025. In contrast, Apple's European growth is driven by strong demand for its high-end iPhone 16 and 17 Pro Max models. - For the full year of 2025, Apple and Samsung's combined shipments accounted for a commanding 62% of the entire European market. Following them were Xiaomi with a 16% share, Motorola with 6%, and Honor, which broke into the top five for the first time with a 3% share. - Rising costs for memory and other components are putting pressure on rival manufacturers, particularly in the mid-to-low-end segments, forcing them to consider cutting specifications or increasing prices. - The global market is consolidating at the top; for the full year 2024, Apple and Samsung each captured an 18% share of worldwide shipments. Apple shipped 225.9 million iPhones, while Samsung was close behind with 222.9 million Galaxy smartphones.
