The iPhone 15 Pro Max was the most shipped smartphone globally in the first half of 2024 (1H24), with 21.8 million units sold. This marks the second consecutive year that Apple’s flagship model claimed the top spot, following the iPhone 14 Pro Max’s success in 2023.
Omdia’s latest report said consumers continue to opt for the most expensive iPhone models, with the Pro Max priced between $1,199 and $1,599. Many smartphone buyers are willing to invest in a premium phone, potentially keeping it for longer periods, defying expectations that inflation would curtail spending on high-end devices.
The report is coming at a time when Apple is facing a significant slowdown in demand for iPhone 16 models.
The standard iPhone 15 is the second most popular smartphone in 2024, with 17.8 million units shipped, while the iPhone 15 Pro ranks fourth with 16.9 million. iPhone 15 Plus lags behind the rest of the lineup, shipping only 3.7 million units, placing it 28th globally. This trend is expected to persist with the upcoming iPhone 16 Pro Max, which is projected to be the top model despite notable upgrades to the more affordable iPhone 16 and 16 Plus.
The rise of the iPhone 15 Pro Max is fueled by several factors. The growing appeal of high-end features like the ProMotion display, advanced camera systems, and the powerful A17 Pro chipset cater to consumers increasingly looking for premium experiences.
AI-driven capabilities, such as the integration of generative AI and enhanced performance, also appeal to users, further differentiating the Pro Max from lower-end models. This preference for top-tier iPhones reflects a shift towards more sophisticated consumer needs, particularly among those who are willing to stretch their budgets.
Meanwhile, lower-end smartphones continue to see significant demand, with Samsung’s Galaxy A15 becoming the third most shipped phone globally in 1H24, largely due to its affordable $129 price tag. This highlights the stark contrast between the high-end and low-end segments of the market.
Omdia forecasts that while overall smartphone shipments are expected to decline in the second half of 2024, the high-end segment, including models like the iPhone 15 Pro Max, will continue to grow. Longer smartphone replacement cycles, coupled with the introduction of on-device AI and other innovative features in premium devices, are expected to drive sustained demand in the upper tier of the market.
However, as noted by Jusy Hong, Senior Research Manager at Omdia, “this alone will not be sufficient to drive overall shipment growth at a higher rate.”
As inflation persists, the mid-end smartphone segment has stagnated, with buyers either opting for ultra-low-end models or gravitating toward premium devices. Additionally, the rise of refurbished and secondhand smartphones is further limiting growth in new device demand, particularly in the $151–$600 price range.
While inflation and economic uncertainty pose challenges for the broader smartphone market, the demand for premium devices like the iPhone 15 Pro Max underscores the enduring consumer preference for cutting-edge technology, even in times of financial pressure.
Baburajan Kizhakedath
