For the first time in 12 years, Apple has dethroned Samsung as the top phone brand in terms of market share according to IDC. This is despite global smartphone shipments declined by 3.2% in 2023 and marking the lowest full-year volume in a decade.

Despite that, IDC reports that shipments recovered through the second half of 2023, marking a continuous recovery in the market as we head on to 2024.

Looking at the market share per brand, Apple got 24.7%, or an 11.6% growth for the fourth quarter of 2023, making it the top 1 phone brand. Samsung, on the other hand, posted a 16.3% market share or a -10.9% growth. Rounding up the top 5 phone brands are Xiaomi at 12.5%, Transsion group (Infinix, itel, and TECNO) at 8.6%, and vivo at 7.4%.

Aside from the unveiling of the iPhone 15 series, which marks the first time that they use USB-C, the Cupertino-based tech giant’s rise to the top can also be credited to the increasing trend of people purchasing premium devices, which IDC states represents over 20% of the market. Despite iPhones being expensive and reaching upwards of $1000, external factors like trade-in offers and financing plans helped people get their hands on the latest Apple device.

Apple’s rise to the top is also impressive despite the challenges it faces in China, where Huawei is making a strong comeback in its home market following the low-key unveiling of the Mate 60 series, which are powered by Huawei’s own Kirin chips.

Apple’s dominance may be short-lived depending on the outcome of Samsung’s Galaxy S24 series, which is set to be unveiled in the US on January 17.