I'm talking about specific battery formats. Thin batteries (like those in cell phones) tend to be custom sized and not built out of standard size cells.
Don't have a direct link to the slides, but from a graph in a presentation on the rechargeable battery market by avicenne at the 29th International Battery Seminar the market break down for 2011 for lithium batteries is as follows:
cylindrical - 1.72 billion cells per year
prismatic - 1.55 billion cells per year
laminate/polymer - 0.83 billion cells per year
In the same slides, another graph points at 1.72 billion 18650 cell demand in 2011, but that may be incorrect labeling (otherwise 18650 would take up 100% of the market).
CapitalistOppressor's source estimates by 2014 the polymer cells would overtake cylindrical:
cylindrical - 55m/month (660 million per year)
polymer - 59m/month (708 million per year)
http://www.energytrend.com/price/20130506-5180.html
Not sure why their numbers are so much lower (lower demand in laptop market, or different market?).
But anyways, given cylindrical is still king, and 18650 is the most popular cylindrical (although I don't have hard numbers for this), it's likely that 18650 is still the top format.
Side point is that the average capacity of a 18650 cell is about 2x the cell phone prismatics (2+Ah vs ~1Ah), so it'll probably win out in kWh count too.