Samsung has overtaken Apple as the world’s leading seller of smartphones according to a new report by The Korea Times. This is likely in large part due to the launch of the Samsung Galaxy S24 series, which has widely been deemed a successful launch.

Aside from the launch of the S24, it’s likely the company’s more diverse lineup of smartphones has also helped the company regain the market lead. Samsung’s lineup also caters to a much wider variety of price points compared to Apple, which makes Samsung considerably more popular in countries such as China and India.

Hana Securities researcher Kim Rok-ho said, “It is encouraging that Samsung regained the top spot by achieving a 20 percent global share with a positive response to the Galaxy S24 series in the U.S. and Europe.”

Apple took the lead from Samsung for the first time in 12 years back in January. iPhone exclusive features like iMessage have proven to be a big draw for customers looking to switch away from Android. This draw has led companies such as Beeper to attempt to make the service available on Android until Apple disabled the mechanism the platform was using, ultimately leading to the shut down of Beeper’s iMessage implementation earlier this year.

It’s likely that the back and forth on who is in the lead will continue with both companies battling it out to become the number one smartphone distributor. With the iPhone 16 lineup expected at the end of the year, and WWDC just two months away, it’s likely that Apple is ready to fight back with massive AI features to compete with Samsung’s implementations as well as a continued focus on core Apple exclusive features.