Apple captured 65% of the global premium smartphone market in the first half of 2026, according to Counterpoint Research’s Handset Model Sales Tracker, which defines premium devices as those with a wholesale price of $600 or more. The company’s premium segment revenue grew 9% year-over-year, driven by strong sales of the iPhone 17 series, particularly the base model.
The broader premium segment itself reached a record high, accounting for 29% of all global smartphone sales in H1 2026, up from 25% in H1 2025 and 20% in H1 2022. Premium unit sales grew 5% year-over-year during the period, outpacing the overall smartphone market.
The shift toward premium devices reflects a broader market dynamic: rising memory and component costs have hit low- and mid-tier smartphones harder than flagship models. Premium brands, including Apple, were better positioned to absorb these higher costs through wider margins and fewer promotions, helping sustain demand even as the broader market faced headwinds. As mid-segment Android smartphone prices rose, the price gap with premium devices narrowed, making flagship models—including older or discounted iPhones—a more attractive upgrade option for consumers.
To capitalize on this trend, manufacturers have expanded financing, trade-in, and buyback programs. Samsung, for instance, expanded its Galaxy Forever program to several markets to improve affordability and accessibility of flagship devices.
However, Apple’s share of the premium segment has declined since 2022. The company held 74% of the premium market in H1 2022 but has slipped to 65% in H1 2026, primarily due to intensified competition in China, the largest premium smartphone market. Chinese manufacturers—including Huawei, Xiaomi, OPPO, and vivo—have sharpened their flagship offerings, pulling more domestic consumers toward local premium brands. OPPO recorded the highest growth in the premium segment at 69%, while vivo achieved 20% year-over-year growth.
Samsung remains the only other major player in Apple’s tier, holding 19% of the premium segment after 3% year-over-year growth, despite a later launch of the Galaxy S26 series. Together, Apple and Samsung control 84% of the global premium market, up from 82% in H1 2025.
According to Counterpoint Research analyst Karn Chauhan, premiumization will remain the key strategy in the smartphone industry as manufacturers shift focus from shipment volumes to value and profit maximization. Apple and Samsung are expected to maintain their leadership in the premium segment, supported by strong positions in developed markets, integrated ecosystems, and brand value. In China, however, Huawei and Xiaomi are well positioned to continue gaining share as they expand their premium portfolios and strengthen ecosystem offerings.
Apple’s recent earnings results and the upcoming iPhone 18 Pro launch scheduled for September will be critical tests of whether the company can maintain momentum in the premium market amid intensifying global competition.
Sources
- Counterpoint Research — Premium smartphone market data for H1 2026, including Apple’s 65% share, segment growth to 29%, and competitive dynamics in China
- MacRumors — Reporting on Counterpoint’s findings, Apple’s 9% revenue growth in premium segment, and iPhone 17 series performance
- Business Standard — Analysis of premium smartphone sales reaching record levels and Apple-Samsung combined dominance
- New Indian Express — Coverage of premium segment growth drivers and competitive pressures from Chinese manufacturers
