Apple Captures 65% of Premium Smartphone Market as Segment Hits Record High

Premium smartphones accounted for a record 29% of global smartphone sales in the first half of 2026, according to new data from Counterpoint Research. The $600-and-above wholesale price segment climbed from 25% a year earlier and 20% in H1 2022. The research firm said rising memory costs helped drive this year's gains, building on a broader multi-year shift toward premium smartphones.



Apple led the premium segment with a 65% share, up from 63% a year earlier but down from 74% in H1 2022. The research firm attributed the company's 9% year-over-year growth to strong demand for the iPhone 17 lineup, particularly the base model, reversing last year's decline that it linked to intensified competition in China. Apple also strengthened its position across the broader smartphone market, capturing a record 20% share of global smartphone shipments in the second quarter and a record 49% share of global smartphone revenue during the same period.


Samsung held 19% of premium smartphone sales, unchanged from H1 2025 but up from 17% in H1 2022. The later-than-usual launch of the Galaxy S26 series helped the company grow 3% year over year. Its industry-first Privacy Display was a key differentiator, with the Ultra variant accounting for more than half of S26 series sales.

OPPO posted the strongest growth in the premium segment at 69%, driven by its Find X9 series, while vivo grew 20% behind the X300 lineup. China, the world's largest premium smartphone market, remains highly competitive as Huawei, Xiaomi, OPPO, and vivo continue to strengthen their flagship offerings.

Rising memory and component costs are accelerating the shift toward premium smartphones because lower-priced devices have been hit harder by those increases, while premium brands have been better able to absorb the added costs. As prices for mid-range Android phones climb, the gap to older or discounted flagship models continues to narrow, making them a more attractive upgrade. Manufacturers are also expanding financing, trade-in, and buyback programs to improve affordability, with Samsung extending its Galaxy Forever program to additional markets.

Counterpoint expects premiumization to continue as smartphone makers shift their focus from shipment volume to value and profit, while consumers keep devices longer and spend more when they eventually upgrade.