According to the latest research from market research company Strategy Analytics (SA), Apple’s latest iPhone did a better job, globally, during Q4 2012 of winning over the hearts and wallets of consumers than rival devices such as Samsung’s Galaxy S3 (review) and HTC’s One X (review).

The iPhone 5 (review) overtook the Galaxy S3 for the first time to become the world’s best-selling smartphone model during Q4 2012. The analytics company asserts that it is the smartphone’s stunning Retina display, extensive distribution channels as well as the generous operator subsidies that helped catapult the iPhone 5 to the top spot.

Neil Shah, senior analyst at SA said that Apple managed to ship an estimated 27.4 million units worldwide during Q4 2012, capturing 13% market share of all smartphones shipped globally during this period.

Additionally, the Cupertino-based tech outfit shipped around 17.4 million iPhone 4S (review) units for another 8% smartphone share globally in Q4 2012. Shah added that the iPhone 5 and iPhone 4S are currently the world’s two most popular smartphone models.

Neil Mawston, executive director at SA said: “Apple’s iPhone 5 and iPhone 4S together accounted for 1 in 5 of all smartphones shipped worldwide in Q4 2012. This was an impressive performance, given the iPhone portfolio’s premium pricing.”