While global smartphone shipments grew 43%, year-on-year, in the first quarter of 2012, Strategy Analytics estimates the top 9 families of smartphone models accounted for more than two thirds of the global market in that quarter. Furthermore Samsung's Android-based Galaxy series overtook Apple's iPhone as the world's most popular smartphone sub-brand. In an increasingly brand-conscious smartphone market, Samsung and Apple are currently the clear leaders, and with their deep pockets enabling hard-to-match marketing spend, they represent a considerable challenge to the chasing pack. The full breakdown of the leading global smartphone sub-brands was published on our Global Smartphone Shipments by Family / Model : Q1 2012, available to subscribers of our Handset Country Share Tracker service.