Apple dominated the premium smartphone segment in the first half of 2026, holding a commanding 65% market share, according to Counterpoint Research. The Cupertino company outpaced the broader industry as devices priced at $600 and above (wholesale average selling price) accounted for a record 29% of overall global smartphone sales.
Premium smartphone unit sales grew 5% year-over-year in H1 2026, outperforming the overall market. This marked a rise from 25% share in H1 2025 and 20% in H1 2022. Counterpoint attributed much of the latest jump to rising memory and component costs, which hit low- and mid-tier devices harder. As prices for mid-range Android phones climbed, the gap with premium models—including older or discounted flagships—narrowed, making higher-end upgrades more attractive. Manufacturers also expanded financing, trade-in, and buyback programs to improve affordability.
Apple’s premium segment shipments rose 9% year-over-year, fueled by strong demand for the iPhone 17 series, particularly the base model. This reversed a prior-year slowdown linked to intensified competition in China, the world’s largest premium smartphone market. Apple’s share edged up from 63% in H1 2025 but remains below the 74% peak recorded in H1 2022.
Global Smartphone Premium Segment Brand Unit Sales Share H1 2022 to H1 2026
Samsung held steady at 19% of the premium market (up from 17% in 2022) and posted 3% year-over-year growth despite a later-than-usual launch of the Galaxy S26 series. Together, Apple and Samsung controlled 84% of global premium smartphone sales, up from 82% a year earlier.
Among other players, OPPO recorded the fastest growth at 69% year-over-year, driven by its Find X9 series, while Vivo grew 20%. The remaining 16% of the premium segment was shared among Chinese brands including Huawei, Xiaomi, OPPO, and Vivo.
“Rising memory and component costs are reshaping smartphone pricing and creating opportunities for OEMs to accelerate premiumization,” said Counterpoint Senior Analyst Harshit Rastogi in a statement. “As mid-segment Android smartphone prices rise, the price gap with premium devices, especially older or discounted flagship models, is narrowing. This trend makes flagship smartphones a better upgrade option for consumers. To support this shift, OEMs are expanding financing, trade-in and buyback programs to improve affordability.”
MacDailyNews Take: The data underscores a continued shift toward higher-priced devices even as the broader smartphone market faces volume pressures. Premiumization is expected to persist, supported by better component access for leading brands, steady demand among higher-income consumers, and expanded financing options. In other words; More great news for Apple!
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