Samsung Galaxy S Series Sales Figures
Samsung’s Galaxy S series represents the flagship Android smartphones that compete head-to-head with Apple’s iPhone in the U.S. market each year. From 2020 through 2024, Samsung released the Galaxy S20, S21, S22, S23, and S24 series, each pushing new features like improved cameras, high-refresh displays, and 5G connectivity.
In the United States, these premium devices are critical for Samsung’s brand presence and market share in the high-end segment. Overall U.S. smartphone sales are dominated by Apple (around 50–55% share in recent years), with Samsung usually holding about 20–30% (US Smartphone Market Share: Quarterly).
The Galaxy S series is thus Samsung’s primary weapon to maintain roughly a quarter of the U.S. market, even as mid-range Galaxy models often sell higher volumes in unit terms. Each year’s Galaxy S flagship must not only introduce new tech but also convince U.S. consumers to choose it over the latest iPhone, through carrier deals, camera innovations, and (since 2022) even an integrated stylus in the Ultra model.
Samsung Galaxy S Series U.S. Sales Data & Trends
From 2020 to 2024, U.S. sales of Samsung’s Galaxy S flagships have shown a rollercoaster trend influenced by global events, pricing strategies, and product positioning:
- 2020 – Galaxy S20: The series launched during the onset of COVID-19 lockdowns, with a high $999 starting price. Sales fell well below expectations due to bad timing and cost (Galaxy S21 sales reportedly triple in the United States – 9to5Google). The S20 lineup’s first-quarter numbers were significantly lower than its predecessor (Samsung shipped ~8.2 million S20 units globally in Q1 2020, ~35% less than the S10 series a year prior (The Galaxy S20 5G series is nowhere near as popular as the Galaxy S10 – PhoneArena)). In the U.S., economic uncertainty dampened S20 demand. Samsung responded by late-2020 with a lower-cost Galaxy S20 FE (Fan Edition), which proved popular (over 10 million units sold globally within about a year (List of best-selling mobile phones – Wikipedia)), partially cushioning the blow.
- 2021 – Galaxy S21: Samsung adjusted course with the S21 series, dropping launch prices by $200 (the base S21 at $799) and improving trade-in offers. This paid off, as early U.S. sales surged – the S21 series tripled the first-month sales of the S20 in the U.S. (Galaxy S21 sales reportedly triple in the United States – 9to5Google). In fact, the ultra-premium S21 Ultra became the top-seller of the trio, accounting for ~40% of U.S. S21 sales (Galaxy S21 sales reportedly triple in the United States – 9to5Google) as enthusiasts flocked to its enhanced camera and features. This was a sharp rebound in U.S. flagship momentum. However, globally the S21’s total sales still ended up below prior generations; about 13.5 million S21 units sold in the first 6 months worldwide (20% less than the S20, and 47% less than the S10 in the same timeframe) (Report: sales of Samsung Galaxy S21 series are lower than S20, S10 sales – GSMArena.com news). The U.S. nevertheless remained a stronghold for the S21, aided by aggressive carrier promotions.
- 2022 – Galaxy S22: The S22 series refined Samsung’s approach, most notably by merging the beloved Galaxy Note features into the S22 Ultra (including a built-in S Pen stylus). Samsung had high expectations (30 million units) for the S22 family (Galaxy S22 sales might not meet Samsung’s expectations – SamMobile). While actual sales fell short of that target amid a softening economy (around 25 million S22 units shipped globally in 2022 (Samsung’s flagship phones are recording higher global sales – SamMobile)), the U.S. reception was solid. Many Note loyalists in the U.S. upgraded to the S22 Ultra, making it one of 2022’s best-selling Android flagships worldwide (the S22 Ultra was the most popular Android phone globally in April 2022 with ~1.5% market share) (Galaxy S22 Ultra became a best-seller thanks to the Note series’ death – SamMobile). The base S22 and S22+ saw more modest sales. Samsung managed to roughly maintain its U.S. market share (~20–27% range in 2022 (US Smartphone Market Share: Quarterly)), but the Galaxy S22 series’ volume was essentially flat from the S21 year, indicating that Samsung’s flagship sales had stabilized but not yet re-ignited growth.
- 2023 – Galaxy S23: The Galaxy S23 series marked a turning point with a focus on polishing the user experience (improved battery life, all models using a Snapdragon chipset, and camera enhancements). This strategy succeeded in boosting sales. Globally, Samsung sold 31.11 million Galaxy S23 units in 2023, a jump of about 24% over the S22’s sales (Samsung’s flagship phones are recording higher global sales – SamMobile). The Ultra remained the star (14.34M of those units were S23 Ultras, nearly half the lineup) (Samsung’s flagship phones are recording higher global sales – SamMobile). In the U.S., the S23 helped Samsung grow its Q1 2023 shipments – Galaxy S23 sales were up double-digits year-over-year in that quarter (US Smartphone Market Share: Quarterly) – and hold its own against Apple’s late-2022 iPhone 14. By mid-2023 the S23 Ultra was Samsung’s top-selling device and one of the only non-Apple phones in the premium tier with significant U.S. sales. Carrier incentives and the lack of any major Huawei presence in the West also benefited Samsung. Overall, 2023 saw a resurgence in Samsung’s flagship fortunes in the U.S., even as Apple still retained about Fifty-plus percent of the market (US Smartphone Market Share: Quarterly).
- 2024 – Galaxy S24: Building on that momentum, the Galaxy S24 series (launched early 2024) continued the trend of incremental upgrades and an emphasis on AI-powered features (Samsung touted on-device generative AI in the S24). Through 2024, the S24 lineup enjoyed strong sales growth globally – about 37 million units sold worldwide by year’s end (Samsung ended 2024 with another solid Galaxy S24 monthly sales score and a very poor Z Flip 6 result – PhoneArena), roughly a 18% increase over the S23 series. Notably, the Galaxy S24 Ultra became the first S-series phone in years to crack the annual global top 10 model sales list (iPhone 15: The World’s Best Selling Smartphones of 2024) (iPhone 15: The World’s Best Selling Smartphones of 2024), reflecting its popularity. In the U.S., the S24 series was well-received and Samsung continued to capitalize on its premium reputation. That said, Apple’s iPhone 15 lineup (launched late 2024) dominated U.S. sales – for instance, by July 2024 the iPhone 15 alone accounted for 15% of U.S. smartphone sales, whereas Samsung’s top model (the mid-range Galaxy A14/A15 5G) had around 9% share (Top 5 Smartphone Models Share For 8 Countries). This underscores that while the Galaxy S24 series kept Samsung competitive at the high-end (and likely contributed the bulk of Samsung’s U.S. revenue), in terms of unit sales no single Galaxy S model outsells Apple’s top iPhones in the U.S.. Samsung’s flagships must instead compete as a collective family. By the end of 2024, Samsung’s overall U.S. position remained strong No.2, with the S series helping drive a “premiumization” trend in its customer base despite the fierce competition.
U.S. Annual Sales Table
The exact unit sales of each Galaxy S model in the U.S. are not fully disclosed publicly. However, industry reports provide global shipment figures that give a sense of scale, along with relative performance indicators in the U.S. market. The table below summarizes the annual sales units for each Galaxy S series (flagship models from S20 to S24), and we note U.S. context where available:
| Year | Galaxy S Flagship Series | Units Sold (Global) |
|---|---|---|
| 2020 | Galaxy S20 (S20, S20+, S20 Ultra) | 28.0 million (List of best-selling mobile phones – Wikipedia) (global shipments) |
| 2021 | Galaxy S21 (S21, S21+, S21 Ultra) | ~25.0 million (Galaxy S22 sales might not meet Samsung’s expectations – SamMobile) (global) |
| 2022 | Galaxy S22 (S22, S22+, S22 Ultra) | ~25.0 million (Samsung’s flagship phones are recording higher global sales – SamMobile) (global) |
| 2023 | Galaxy S23 (S23, S23+, S23 Ultra) | 31.1 million (Samsung’s flagship phones are recording higher global sales – SamMobile) (global) |
| 2024 | Galaxy S24 (S24, S24+, S24 Ultra) | ~37.0 million (Samsung ended 2024 with another solid Galaxy S24 monthly sales score and a very poor Z Flip 6 result – PhoneArena) (global) |
Table: Annual sales volumes for Samsung’s Galaxy S series flagships (2020–2024). Figures are worldwide shipments, as specific U.S.-only unit data is scarce. In the U.S., Samsung typically captures ~25% of the smartphone market by units, heavily supported by the S series each year.
The trend is evident: after a dip in 2020–2022 (around 25–28 million global flagship sales each year), Samsung’s flagship sales grew substantially in 2023 and 2024. U.S. sales followed this trajectory, with the Galaxy S23 and S24 families enjoying noticeably better uptake than the S20/S21 era. This resurgence can be attributed to Samsung’s adjustments (pricing, features, and an improved economic climate) as well as the strong appeal of the Ultra models to premium buyers.
Galaxy S Series Generations (from S20 to S24)
Below is a breakdown of each Galaxy S generation from 2020 through 2024, including their U.S. sales highlights, model variants, and market positioning:
Galaxy S20 (2020)
Launched in March 2020, the Galaxy S20 series (S20, S20+, and S20 Ultra) arrived just as the pandemic hit. These were Samsung’s first flagships with 5G standard on all models and introduced 120Hz displays and 8K video recording. Despite positive reviews, the timing and pricing hindered sales. U.S. sales started slow – Samsung faced “far below expectations” demand as many consumers held off big purchases during COVID-19 lockdowns (Galaxy S21 sales reportedly triple in the United States – 9to5Google). The S20 Ultra, with its 108MP camera and $1,399 price, garnered attention but had a limited early adopter audience. Globally, Samsung managed about 28 million S20-series units in 2020 (List of best-selling mobile phones – Wikipedia), but this was a decline from the prior year. U.S. carriers that year saw more traction with cheaper devices, and even within Samsung’s lineup the mid-range Galaxy A51 outsold the S20 in some quarters (Galaxy S22 sales might not meet Samsung’s expectations – SamMobile). To turn things around, Samsung released the Galaxy S20 FE (Fan Edition) in Q4 2020 at $699, offering flagship specs at a lower price. The S20 FE was a bright spot, selling 10 million+ units globally in its first year (List of best-selling mobile phones – Wikipedia) and proving that demand existed if the value was right. By the end of 2020, Samsung’s premium market share in the U.S. had dipped, but lessons were learned – chiefly, the need for better pricing and timing for the next flagship.
Galaxy S21 (2021)
(Galaxy S21 sales reportedly triple in the United States – 9to5Google) Galaxy S21 series devices (left: Galaxy S21 in “Phantom Violet”, right: Galaxy S21 Ultra in black). The S21 lineup’s lower launch prices and refined design helped Samsung recapture U.S. flagship sales momentum in 2021.
In January 2021, Samsung launched the Galaxy S21 series earlier than usual and with a bold strategy: lower prices and a new design. The base S21 started at $799 (vs. $999 for S20), which significantly boosted its appeal (Galaxy S21 sales reportedly triple in the United States – 9to5Google). Samsung also gave the phones a fresh look with a distinctive camera contour cut design. These moves paid off especially in the U.S. – within six weeks of launch, Galaxy S21 sales in the U.S. were about triple those of the S20’s launch period (Galaxy S21 sales reportedly triple in the United States – 9to5Google). Carriers reported robust pre-orders, and Samsung credited the $200 price drop as a key factor. Among the trio, the Galaxy S21 Ultra stood out as the flagship’s flagship: it offered a 108MP camera, 10x optical zoom, and for the first time S Pen support (though no built-in slot yet). In the U.S., the S21 Ultra was the top-selling S21 model, accounting for roughly 40% of total S21 series sales (Galaxy S21 sales reportedly triple in the United States – 9to5Google) – an unprecedented share for the highest-end model, indicating strong demand from power users. The S21 and S21+ (which lacked some of the Ultra’s bells and whistles) still sold well, but Samsung noted the trend of customers gravitating to the Ultra. By mid-2021, however, analysts observed that globally S21 sales slowed after the initial burst – about 13.5 million sold in the first half, trailing the S20 series by 20% and the S10 series by nearly 47% in equivalent periods (Report: sales of Samsung Galaxy S21 series are lower than S20, S10 sales – GSMArena.com news). In the U.S., though, the Galaxy S21 helped Samsung steady its ship. Samsung’s U.S. smartphone share in Q1 2021 jumped to about 28% (from ~20% in Q4 prior) on the back of the S21 launch, narrowing Apple’s lead (US Smartphone Market Share: Quarterly). The S21 series’ success in America demonstrated that aggressive pricing and ultra-premium options combined could revive Samsung’s fortunes.
Galaxy S22 (2022)
February 2022 saw the debut of the Galaxy S22 series (S22, S22+, S22 Ultra), which refined the formula and folded Samsung’s Note line into the S series. The Galaxy S22 Ultra essentially became a spiritual successor to the Galaxy Note: it was the first S-series phone with a built-in S Pen stylus and a boxier design, immediately attracting Note enthusiasts. Samsung initially projected 30 million sales for the S22 family (Galaxy S22 sales might not meet Samsung’s expectations – SamMobile), aiming to significantly improve over the S21. In reality, the year was challenging – a combination of supply chain issues, an early-year GOS (Game Optimization Service) throttling controversy, and macro-economic pressures tempered sales in some regions. By the end of 2022, Samsung had shipped roughly 25 million Galaxy S22 series units globally (Samsung’s flagship phones are recording higher global sales – SamMobile), virtually on par with S21’s totals. In the U.S., the Galaxy S22 and S22+ were regarded as iterative upgrades and saw steady, if not spectacular, sales. The Galaxy S22 Ultra, on the other hand, was a standout hit for Samsung. It fused the productivity of the Note with the S line’s latest hardware, becoming the world’s top-selling Android phone in at least one month of 2022 (it was the #1 Android globally in April 2022 with ~1.5% share) (Galaxy S22 Ultra became a best-seller thanks to the Note series’ death – SamMobile). U.S. carriers reported that the Ultra drove a large portion of Samsung’s high-end phone sales that year. Samsung itself acknowledged that while overall volumes didn’t spike, the mix shifted toward higher-end models, boosting revenue and average selling price (Galaxy S22 sales might not meet Samsung’s expectations – SamMobile). This “premium mix” trend was evident: globally, the S22 Ultra alone was estimated to sell ~11 million units in 2022 (Samsung Galaxy S22 Ultra to sell 11 million units in 2022) (Galaxy S22 Ultra became a best-seller thanks to the Note series’ death) – nearly half of all S22 series sales. In the U.S., Samsung’s flagship market share remained second to Apple but was bolstered by the S22 Ultra’s popularity among business and power users. The S22 series also faced a shortened window in late 2022 as Apple’s iPhone 14 (Sept 2022) grabbed attention, but by then the stage was set for Samsung to come back stronger with the next iteration.
Galaxy S23 (2023)
The Galaxy S23 series (launched February 2023) is widely seen as a return to form for Samsung’s flagships, with a focus on meaningful improvements and consistency. All S23 models shipped with a special Snapdragon 8 Gen 2 chipset (no Exynos variant globally), addressing performance concerns, and featured camera refinements (the S23 Ultra got a new 200MP main camera). These tweaks resonated with consumers and resulted in surging sales. Over the course of 2023, Samsung sold 31.11 million Galaxy S23 series phones worldwide, a 24% jump over the prior year’s S22 series (Samsung’s flagship phones are recording higher global sales – SamMobile). This made the S23 family one of Samsung’s best-selling in years. U.S. sales reflected this global uptick. The S23 launch helped Samsung gain ground in early 2023 – for example, in Q1 2023 Samsung’s U.S. shipments were up and the Galaxy S23 series outsold the S22 series’ launch quarter by double digits (US Smartphone Market Share: Quarterly). The S23 Ultra led the charge: with its 6.8-inch display, built-in S Pen, and improved battery, it became Samsung’s top-selling smartphone of 2023. Samsung’s data shows the breakdown for the S23 series in 2023 was 11.08M base S23 (35%), 5.68M S23+ (18%), and 14.34M S23 Ultra (46%) (Samsung’s flagship phones are recording higher global sales – SamMobile) – underscoring the Ultra’s dominance in the lineup. In the U.S., this meant the Galaxy S23 Ultra was often the best-selling Android phone in the premium tier throughout the year. Reviewers noted that Samsung’s decision to use Qualcomm chips in all regions improved customer confidence in performance and battery life. Additionally, the competitive landscape in 2023 favored Samsung: Huawei was absent globally, and Google’s Pixel, while growing, held only ~2–3% U.S. share. Thus, many Android upgraders in the U.S. went to the S23 series. By late 2023, Samsung’s U.S. market share was holding in the mid-20s (%) (US Smartphone Market Share: Quarterly), a solid position bolstered by the S23. It’s also worth noting Samsung launched the Galaxy S23 FE (Fan Edition) in late 2023 to offer a budget flagship option; however, the S23 FE arrived quite late in the year and its impact was minor compared to the main S23 trio. Overall, the Galaxy S23 generation marked a robust comeback – it combined the refinements of prior models with better reception, translating into both higher sales and stronger U.S. market traction for Samsung.
(Samsung’s flagship phones are recording higher global sales – SamMobile) A Galaxy S23 Ultra in hand (Green). The S23 Ultra’s blend of Galaxy Note DNA (S Pen stylus) and top-tier hardware made it the centerpiece of Samsung’s 2023 lineup, driving record S-series sales growth (Samsung’s flagship phones are recording higher global sales – SamMobile).
Galaxy S24 (2024)
Samsung kicked off 2024 with the Galaxy S24 series (S24, S24+, S24 Ultra), and it continued the positive trajectory. The S24 models featured brighter displays, camera tweaks (the Ultra kept its 200MP camera but improved image processing), and heavily marketed AI features powered by new chipsets – Samsung touted these as the first “GenAI-capable” Galaxy phones (Samsung’s Galaxy S24 Series Dominates GenAI-capable …). In South Korea and other markets, the Galaxy S24 set pre-order records (over 1.21 million pre-orders in one week in Korea, slightly above the S23’s record) (Samsung’s flagship phones are recording higher global sales – SamMobile). By the end of 2024, the Galaxy S24 series had sold ~37 million units globally (Samsung ended 2024 with another solid Galaxy S24 monthly sales score and a very poor Z Flip 6 result – PhoneArena), outpacing the S23’s equivalent period. Industry analysts noted this as a 17–19% year-over-year increase – a remarkable feat for a mature product line. In fact, the Galaxy S24 Ultra achieved a milestone: it became the first Galaxy S device to rank in the global top 10 best-selling phones of the year since 2018 (iPhone 15: The World’s Best Selling Smartphones of 2024). This indicates that Samsung’s strategy of continuous improvement and catering to the premium segment is paying off. In the U.S., the Galaxy S24 family enjoyed strong sales among Android users, especially those looking to upgrade after 2-3 years. The S24 Ultra, with refinements like a flat design and improved zoom stabilization, remained the hero device and likely the best-selling Android flagship of 2024 in the U.S. However, Apple’s iPhone 15/15 Pro series (launched late 2024) commanded the majority of upgrade cycles; for instance, multiple iPhone 15 models occupied the top slots in U.S. monthly sales charts in late 2024 (Top 5 Smartphone Models Share For 8 Countries). Samsung’s flagship momentum in the U.S. was therefore strong but still secondary to Apple’s in raw numbers. Another trend in 2024 was the continued popularity of Samsung’s mid-tier 5G phones – notably, the Galaxy A14/A15 5G often outsold any single S24 model on a unit basis in the U.S., thanks to their prevalence on prepaid and carrier free phone deals (Top 5 Smartphone Models Share For 8 Countries). This dynamic highlights that Samsung’s U.S. strategy is two-pronged: the Galaxy S series sustains its presence in the high-end (preventing Apple from completely monopolizing that segment), while the affordable Galaxy A series drives volume. By the close of 2024, Samsung’s U.S. smartphone market share hovered around 25%, and the Galaxy S24 series solidified Samsung’s reputation for consistency and innovation in the premium Android space. Looking ahead, Samsung’s challenge will be to keep the S series attractive enough to chip away at Apple’s dominance, but the 2020–2024 sales data and trends show that the Galaxy S flagships have firmly cemented their place as the #1 Android choice in the U.S. year after year.
Sources: Official sales analyses and market research reports were used to compile the above data, including Strategy Analytics, Counterpoint Research, and securities analyst reports. Key references include global sales figures for each Galaxy S generation (List of best-selling mobile phones – Wikipedia) (Galaxy S22 sales might not meet Samsung’s expectations – SamMobile) (Samsung’s flagship phones are recording higher global sales – SamMobile) (Samsung ended 2024 with another solid Galaxy S24 monthly sales score and a very poor Z Flip 6 result – PhoneArena), U.S. market share and sales performance insights (US Smartphone Market Share: Quarterly) (US Smartphone Market Share: Quarterly), and contemporary news coverage on Galaxy S series sales trends (Galaxy S21 sales reportedly triple in the United States – 9to5Google) (Galaxy S21 sales reportedly triple in the United States – 9to5Google) (Galaxy S22 Ultra became a best-seller thanks to the Note series’ death – SamMobile) (Samsung’s flagship phones are recording higher global sales – SamMobile). These provide a comprehensive view of the Galaxy S series’ sales trajectory and its role in the U.S. smartphone landscape. Each data point cited above is directly linked to the source for verification.