The iPhone 4S reign has finally come to an end as a new report by Strategy Analytics shows the Galaxy S III overtook Apple’s device as the best-selling smartphone in the third quarter of 2012. The figures show the S III shipped 18 million units in the third quarter, compared to the iPhone 4S shipping just 16.2 million. As for market share, the Galaxy S III now holds a 10.7% share of the global smartphone market compared to the iPhone 4S’ 9.7%.

It’s likely worth noting that iPhone 4S sales were affected by the upcoming launch of the iPhone 5 as the iPhone 5 sold six million in the third quarter, which is an impressive feat considering it was only out for a matter of weeks. However, Samsung’s efforts to hold the top smartphone spot aren’t slowing down as the company announced it has sold more than 30 million units this year, 10 million of which came in the last two months alone.

Given that the ever important holiday season is right around the corner, it’ll be interesting to see how these results play out. Neil Mawston, Executive Director at Strategy Analytics says in a press release:

“We expect the new iPhone 5 to out-ship Samsung’s Galaxy S3 in the coming fourth quarter of 2012 and Apple should soon reclaim the title of the world’s most popular smartphone model.”

No matter which smartphone takes the top spot, there doesn’t seem to be anyone capable of stopping Apple or Samsung from taking over the smartphone world.

The Next Web via Strategy Analytics