In 2023, Apple smartphones ranked seventh among the world’s best-selling devices, competing primarily with Samsung’s budget models, according to a study by analytics firm Counterpoint Research.
The year marked a milestone for Apple, appearing among the top seven brands for the first time in its history. The top three positions were led by the iPhone 14 family — specifically the iPhone 14, the iPhone 14 Pro Max, and the iPhone 14 Pro in that order. A notable share of the line’s sales came from the United States and China, underscoring Apple’s strong presence in these key markets. The iPhone 14 Plus, however, did not crack the top ten.
In fourth place was the base model iPhone 13, which retained strong demand in regions like Japan and India. The fifth, sixth, and seventh spots went to models from the iPhone 15 lineup — the iPhone 15 Pro Max, the iPhone 15 Pro, and the standard iPhone 15, respectively.
The only other brand to appear in the top ten was Samsung, occupying the remaining three positions with its budget-friendly Galaxy A14 5G, Galaxy A04e, and Galaxy A14 4G. Notably, none of Samsung’s flagship smartphones made the top ten list for 2023.
The Counterpoint Research findings align with January figures released by IDC, which showed Apple taking the lead over Samsung as the largest smartphone manufacturer by the end of the year. This momentum reflects ongoing shifts in consumer preferences, with Apple benefiting from a combination of new model introductions, brand loyalty, and strong performance in key markets.
Interestingly, the report also highlights how regional dynamics influence sales. While the United States remains a dominant market for Apple, growth in China and other regions demonstrates the company’s ability to scale across different regulatory environments and consumer climates. The performance of the iPhone 13 in Japan and India points to enduring demand for proven designs alongside newer iterations, suggesting a balance between legacy models and cutting-edge options in Apple’s portfolio.
From a competitive standpoint, Samsung’s strategy of extending its budget-friendly line resonated with price-conscious buyers, capturing a share of the mid-range segment that often drives overall unit volume. However, the absence of flagship models in the top ten indicates a competitive reshaping, where premium features and ecosystem advantages may not always translate into first-tier sales in every market segment. Analysts suggest that continued strength in affordable devices, paired with strategic pricing and regional marketing, will be essential for Samsung to reclaim broader top-tier visibility in future cycles.
In sum, the 2023 data from Counterpoint Research and IDC depict a year of notable success for Apple, with its iPhone lineup achieving historic rankings while Samsung leveraged its budget tiers to maintain steady presence. As the market evolves with evolving technologies and shifting consumer priorities, observers will note how the balance between flagship appeal and affordable options continues to define the competitive landscape for the smartphone industry, including regions such as North America, Europe, and Asia-Pacific. This dynamic environment shapes user expectations around performance, camera capabilities, battery life, and ecosystem integration, reinforcing Apple’s ongoing emphasis on a seamless, integrated experience and Samsung’s commitment to diversified device choices for a wide range of buyers [Counterpoint Research, 2023].