Apple’s iPhone 15 has taken the crown as the best-selling smartphone worldwide in the third quarter (Q3) of this year, with the iPhone 15 Pro Max and iPhone 15 Pro close on its heels, according to a recent report.

While Samsung secured the most positions on Counterpoint Research’s Global Handset Model Sales Tracker’s top-10 list with five devices, Apple followed with four, leaving Xiaomi with one slot. Although Apple’s dominance in the top 10 dipped slightly, Samsung’s increased presence has helped maintain the combined market share of the top 10 smartphones at a steady 19%.

“The growing consumer preference for high-end smartphones is gradually narrowing the market share gap between the iPhone’s base and Pro variants,” the report noted, underscoring a significant trend. This quarter marked a milestone, as for the first time, half of Apple’s total iPhone sales were driven by its Pro models in a third quarter. This shift isn’t just about numbers, it highlights Apple’s ability to steer buyers towards premium models, boosting the brand’s high-value sales.

Interestingly, for the first time since 2018, a Galaxy S series device has claimed a spot in the third-quarter top-10 rankings, reflecting Samsung’s ongoing push in the premium segment. The top 10 models collectively held 19% of global smartphone sales in Q3 2024.

Emerging markets have shown a growing appetite for Apple’s latest iPhones, bolstered by appealing financing options and trade-in programs that make these flagship devices more attainable across income levels. This expanding consumer base for high-end iPhones further underscores Apple’s focus on the premium segment.

Samsung’s Galaxy S24 also retained its top-10 status in Q3 for the third quarter in a row. The competition between Apple and Samsung at the high end is fierce, with both brands leveraging their advanced AI capabilities, “Apple Intelligence” and “Galaxy AI,” to differentiate themselves. As this GenAI-powered shift takes hold, both companies are poised to continue their stronghold in the premium smartphone market.