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Apple managed to dominate the global bestselling smartphone battle in the second quarter of this year, according to Counterpoint Research. Interestingly, it snatched all the top four spots, leaving no space for Samsung, which fell to the lower part of the rank.

In its data, the list starts with the iPhone 14, which is followed by the iPhone 14 Pro Max, iPhone 14 Pro, and iPhone 13. Meanwhile, Samsung was left with the fifth to tenth spots, which were respectively filled by the Galaxy A14, A54, A14 5G, S23 Ultra, A04e, and A34.

Counterpoint Research top 10 bestselling smartphones of quarter 2 2023 chart
Image Credit: Counterpoint Research

Despite having more models entering the list, the iPhone’s position in the data apparently weighs more than Samsung’s, although not surprising. According to an earlier report by Display Supply Chain Consultants (DSCC), iPhones were also the top-selling smartphones it observed in its tracker during the second quarter of the year. Even more, the firm shared that the brand also snatched the same first spots in the previous quarter:

The ranking shows the ranking of the AMOLED smartphone models by panel revenue/OLED shipments in 2023’s first and second quarters. The report reveals that iPhones also obtained the first four spots during the first quarter, but the ranking of the models changed in the next.

In Q1, the report shows that the iPhone 14 Pro Max owned the top spot with a 20.1% revenue share. It is followed by iPhone 14 Pro (15.6%), iPhone 13 (7.8%), and iPhone 14 (7.7%). However, the iPhone models’ ranking drastically changed in Q2, with the standard iPhone 14 model reaching the top with a 15.3% revenue share, followed by the iPhone 13 (11.1%), iPhone 14 Pro Max (10.7%), and iPhone 14 Pro (9.2%).

Counterpoint’s new data reveals much more than just the rankings of smartphones, though. Aside from the obvious fact that Apple and Samsung are the only two companies that consumed the list, the data clearly indicates the strong preference of the market for premium smartphones. Four of Apple’s iPhones, which reached the top four spots, prove it. Samsung, unfortunately, remains to be a choice for budget and mid-range phones. Samsung’s S23 Ultra premium phone managed to rank in the top 8, but for a model that is constantly being compared to the iPhone 14 Pro Max, that position is somehow underwhelming.

According to Counterpoint in earlier months, the iPhone’s success will continue despite the challenging economic climate in different markets. In August, the firm shared that 2023 might likely end up as “the worst year for global smartphone shipments in ten years.” Nonetheless, it said there is a silver lining for Apple despite this awful prediction: it could snatch the top spot for annual shipments globally for the first time ever.

“… We’re watching Q4 with interest because the iPhone 15 launch is a window for carriers to steal high-value customers. And with that big iPhone 12 installed base up for grabs promos are going to be aggressive, leaving Apple in a good spot,” explained Jeff Fieldhack, Counterpoint’s Research Director for North America. “It’s the closest Apple’s been to the top spot. We’re talking about a spread that’s literally a few days’ worth of sales. Assuming Apple doesn’t run into production problems like it did last year, it’s really a toss up at this point.”

Tech market intelligence TrendForce supported this, saying Apple has a chance of dethroning Samsung in the global market if its new iPhone 15 series manages to exceed expectations. International Data Corporation also believes that Apple will grow in spite of the challenging climate. It noted in a recent report that Apple would be able to adapt better compared to its Android competitors. The report showed that iOS shipments will have a 1.1% growth in 2023, allowing it to reach an all-time high share of 19.9%. The Program Vice President for IDC’s Mobile Device Tracker suite, Ryan Reith, praised Apple for this and credited trade-in offers and expansion of ‘buy now, pay later’ programs for the said growth.


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