When they upgrade, they reach for premium models.
In 2023, the world's most purchased smartphone was not the most affordable, nor the most compact — it was the largest and most expensive iPhone Apple makes. For the first time in history, a Pro Max model led global annual shipments, with seven of the top ten best-selling devices bearing Apple's mark. This moment reflects something quietly profound about how people relate to technology: when they finally choose to upgrade, they are reaching not for adequacy, but for the fullest version of the thing.
- Global smartphone sales have contracted for two straight years, yet the phones people are choosing when they do buy are more expensive than ever.
- Apple's iPhone 14 and 15 Pro Max claimed the top two spots worldwide — the first time a Pro model had ever led annual global shipments.
- Exclusive features like a 5x periscope zoom, larger battery, and expanded base storage gave the Pro Max a tangible edge over its smaller sibling, and consumers noticed.
- Apple outsold Samsung in total shipments for the first time in 2023, a historic reversal driven by a premium segment that now accounts for over 20% of the global market.
- The industry now watches whether Apple's next generation — rumored to spread Pro Max features more broadly — will sustain or dissolve the very distinction that fueled this surge.
Apple's largest iPhones finished first and second in global smartphone shipments for 2023 — a milestone that had never happened before. The iPhone 14 Pro Max led the rankings, followed by the iPhone 15 Pro Max, with seven of the ten best-selling phones that year carrying Apple's name. It was the first time a Pro model had ever topped annual global sales.
What made the result notable was not simply Apple's dominance, but which Apple phones won. The smaller, cheaper 6.1-inch Pro models were passed over in favor of the 6.7-inch Pro Max, which offered features unavailable on its sibling: a 5x optical zoom lens, longer battery life, a larger display, and double the base storage. When consumers chose to upgrade, they reached for the most capable version available.
The broader market adds weight to this story. Smartphone sales have declined for two consecutive years as people hold onto devices longer. Yet when they do buy, the data shows a clear pull toward premium. Apple surpassed Samsung in total shipments for the first time in 2023 — a significant reversal — and analysts pointed to trade-in programs and financing offers as forces pushing buyers toward higher-priced models. Premium devices now represent more than 20% of the global market.
Android was not entirely absent from the top ten. Samsung's Galaxy A54 5G made the list, and its presence there mirrors the same premium drift reshaping Apple's numbers. Whether this shift endures remains uncertain. Rumors suggest the iPhone 16 Pro may absorb some of the Max's signature features, and AI upgrades are expected across the entire lineup — moves that could blur the line between tiers, or simply raise the ceiling once more.
Apple's largest phones claimed the top two spots in global smartphone shipments during 2023, a milestone that marks a genuine shift in how people buy phones. The iPhone 14 Pro Max finished first, followed closely by the iPhone 15 Pro Max, according to Canalys, a firm that tracks device sales worldwide. This was the first time an iPhone Pro model had ever led annual shipments globally. Seven of the ten best-selling phones that year were Apple devices, underscoring the company's grip on the premium end of the market.
What makes this result striking is not just that Pro models won, but that the larger Pro Max variants outpaced their smaller siblings. The standard 6.1-inch Pro models, which are cheaper and more compact, did not crack the top positions. Instead, consumers who upgraded their phones in 2023 gravitated toward the 6.7-inch screens and exclusive features that only the Pro Max line offered. The Pro Max comes with a 5x optical zoom lens unavailable on the regular Pro, longer battery life, and a bigger display. Even the base storage capacity differs—the Pro Max starts at 256GB while the standard Pro begins at 128GB. These distinctions appear to have resonated with buyers.
The broader context matters here. Global smartphone sales have declined for two consecutive years, according to research from Counterpoint. People are holding onto their devices longer before upgrading. But when they do decide to buy a new phone, the data shows they're reaching for premium models. IDC and Canalys both reported that Apple surpassed Samsung in total shipments for the first time in 2023, a significant reversal. Nabila Popal, a research director at IDC, attributed this to what she called an "increasing trend of premium devices, which now represent over 20% of the market." Aggressive trade-in programs and interest-free financing offers have helped push consumers toward these higher-priced phones.
The top ten list does include some Android competition. Samsung's Galaxy A14 4G and Galaxy A54 5G both made the cut, though the A54 is a notably more expensive model than the budget phones that typically dominate Android's annual rankings. The presence of a pricier Samsung phone in the top ten reflects the same premium shift affecting Apple's sales.
Whether this trend will hold is an open question. Rumors suggest that Apple's next generation, the iPhone 16 Pro, may inherit some of the Max's signature features, including the periscope zoom lens. iOS 18 is also expected to introduce artificial intelligence upgrades across the entire iPhone 16 lineup, not just the Pro models. These moves could narrow the gap between standard and Max versions, or they could reinforce the Max's appeal. Industry observers are watching to see whether 2023's Pro Max dominance represents a lasting shift in consumer preference toward larger phones or a temporary spike driven by the particular appeal of that year's models.
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Premium devices now represent over 20% of the market, driving Apple's success in 2023.— Nabila Popal, IDC research director
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Why did the Pro Max suddenly become the best-seller? Was it just marketing?
It's more than marketing. People upgrade less often now, so when they do, they're willing to spend more. The Pro Max offers things the regular Pro doesn't—the zoom lens, the battery life, the storage. Those aren't small differences.
But couldn't Apple have made those features available on the smaller phone?
They could have. But there's a strategy in keeping them exclusive to the Max. It creates a clear reason to buy the bigger, more expensive model. And it worked—people chose it.
Is this permanent? Will people keep buying the biggest phone?
That's what everyone's asking. The rumors about the iPhone 16 suggest Apple might blur those lines, putting some Max features on the standard Pro. If they do that, the Max loses its exclusivity. We'll know more when the new phones arrive.
What about Samsung? They're barely in the top ten.
Samsung's strength has always been in budget phones. But even they're seeing the same shift—their more expensive Galaxy A54 made the list, which is unusual for them. The whole market is moving upmarket.
So people are just getting richer and buying expensive phones?
Not exactly. Trade-in programs and zero-interest financing are making premium phones more accessible. It's not that everyone suddenly has more money. It's that the barrier to buying a $1,200 phone has gotten lower.