The iPhone XR is still sold by Apple at a reduced price and moved 4.7m units in Q1 2020 making it the fifth bestselling smartphone in the world. Xiaomi’s Redmi 8 and Note 8 Pro came in third and fourth with 6.6m and 6.1m sold respectively.

Image: Omdia

Apple’s iPhone 11 Pro Max interestingly sold more than the smaller, cheaper iPhone 11 Pro.

“For more than five years—even amid shifting conditions in the wireless market and the global economy—one thing has remained consistent in the smartphone business: Apple has taken either the first or second rank in Omdia’s global model shipment ranking,” said Jusy Hong, director of smartphone research at Omdia. “Apple’s success is the result of its strategy to offer relatively few models. This has allowed the company to focus its efforts on a small number of products that appeal to a broad selection of consumers and sell in extremely high volumes.”

Apple’s decision to split its iPhone 11 line into ‘pro’ models and then a cheaper model in bright colours and with practically the same specs appears a masterstroke.

Samsung takes up the rest of the spots in the top ten, and it’s interesting that only the Galaxy S20 Plus 5G is a premium phone from the company. Although much of the western media coverage of Samsung is the Galaxy S line, it’s clear that its cheaper A series phones are far more popular for their similar design and relative affordability.

Only Apple is able to buck the trend and sell more premium smartphones at such large volumes.