The latest Worldpanel ComTech Smartphone Operating System (OS) data for Q4 2024 reveals a modest increase in global smartphone sales volumes, largely driven by strong sales in Australia and the US during the holiday season. Key insights from Q4 2024 include:

• Apple iPhone 16 sales dominate globally. The iPhone 16 series continues to be the most popular smartphone range globally.
• Android grows in Asia Pacific. Android OS experienced significant growth in the Asia Pacific region, particularly in Australia.
• Over 1 in 5 smartphone buyers report that AI features strongly or somewhat influenced their brand preference.

Top selling models

Global smartphone sales rebound in Q4 2024

Europe’s top five markets – France, Germany, Great Britain, Italy, and Spain – saw stable smartphone sales year-on-year overall, with sales rising in France, Germany, and Spain.

• Samsung remains the top-selling Android brand, with strong sales in Great Britain. The Galaxy A55 was the top-selling Android model across the European Five. However, it faces increasing competition from Xiaomi and Google Pixel.
• Apple’s iPhone 16 series performed well, capturing an 8% share of European Five sales, with notable success in Great Britain, where it drove 23% of total smartphone sales.
• Google Pixel 9 series sales tapered off in the final quarter, with the previous Pixel 8 series outpacing it across the European Five, buoyed by attractive holiday discounts.
• Xiaomi 13 series performed well in Spain, accounting for 1 in 10 sales, as the two-year-old device was heavily discounted in holiday sales.

The US smartphone market continues to grow

• Apple iOS retains its position as the leading OS, holding a 54% market share. The iPhone 16 series claimed 20% of total sales in Q4, with the 16 Pro Max being the most popular model.
• Samsung sales remained flat compared to last year, with the budget-friendly Galaxy A15 leading sales, followed by the flagship S24.
• Motorola and Google Pixel continued to gain market share, with the Google Pixel 9 Pro emerging as the top-selling Pixel model in the US.

Sales volumes vary across the Asia Pacific region

• In Australia, Apple faced a challenging quarter, with a sharp decline in sales share year-on-year. Nevertheless, the iPhone 16 series performed well, accounting for 21% of smartphones sold. The Samsung Galaxy S24 Ultra continued to perform strongly, securing 6th place on the top-selling model list 11 months after launch.
• In Mainland China, Android had a strong quarter, driven by domestic brands Vivo and Xiaomi. Huawei maintained its #1 spot, with continued strong performance from the Mate 60 series. Apple iOS secured the highest positions in the top-selling model list, with the iPhone 16 series leading the pack, and the iPhone 16 Pro Max being the overall best-selling model in Mainland China.
• In Japan, Android sales grew significantly, driven by Motorola, Samsung, and Google Pixel. Google Pixel overtook Sharp to become the top Android brand, with the budget-friendly Pixel 8a particularly popular among Japanese consumers. Apple iOS remained the top OS, despite losing some share, with the iPhone 16 series dominating the top-selling models list, particularly the base iPhone 16.

AI innovation continues to shape the smartphone landscape

Manufacturers continue to integrate Artificial Intelligence (AI) into their products and marketing. Samsung recently unveiled its latest flagship series – the Galaxy S25, S25+, and S25 Ultra – at its Unpacked event, showcasing several AI-driven features. The standout feature is Now Brief, an AI assistant that provides personalised morning and evening briefings, drawing from a wide range of user applications. Samsung has also strengthened its partnership with Google, leveraging Google Gemini alongside its own Bixby assistant to deliver these personalised insights.

In October 2024, Worldpanel ComTech conducted a survey among its panellists, asking: “To what extent do Artificial Intelligence (AI) features influence your preference for a particular smartphone brand?” The findings indicate that manufacturers' investments in AI marketing are beginning to pay off. Among consumers who purchased a new smartphone in the past year in the European Five and US, 23% said AI features strongly or somewhat influenced their brand preference. The impact was greatest among iPhone buyers, at 27%, reflecting Apple's focus on Apple Intelligence in the iPhone 16 series campaign.

However, challenges remain. A significant subset of consumers is still unaware of AI features, with 18% of buyers stating they “are not aware of specific AI features for a particular smartphone brand”. This presents an opportunity for manufacturers to target this group, educating them on AI features and use cases to drive purchase intent. However, this is far from a guaranteed outcome. Among consumers who are aware of AI features, 28% reported that these features did not influence their brand preference. This is largely because no manufacturer has yet introduced a truly unique, game-changing AI feature. For example, while consumers appreciate Circle to Search, it is available on both Google Pixel and Samsung devices, meaning it cannot serve as the key differentiator for either brand.

Commenting on the latest OS data, Jack Hamlin, Global Consumer Insights Director at Worldpanel, said:

“As we enter 2025, AI innovation will continue to be a focal point for smartphone manufacturers. However, we may see the onset of ‘AI fatigue’, with consumers becoming apathetic or indifferent toward AI features. The ‘killer’ AI smartphone feature remains elusive, but I believe it will eventually emerge as a truly personalised assistant that integrates seamlessly across all applications on the phone. Samsung has taken a bold step in this direction with its Now Brief assistant.”

Looking ahead to 2025, Hamlin also noted:

“We can expect manufacturers’ proprietary AI investments to face increasing scrutiny from investors. Deep Seek’s recent success highlights the strength of Apple’s strategy of partnering with OpenAI rather than investing heavily in developing its own model. If challengers can develop their own AI models at a fraction of the cost, it could open new partnership opportunities for all players.”

Worldpanel will continue to track the impact of AI on consumer behaviour through its global longitudinal panels, providing valuable insights into successful AI innovations, AI-driven consumer preferences, and the winners and losers among original equipment manufacturers.

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