Apple Captures 65% of Global Premium Smartphone Market

In the first half of 2026, Apple captured a commanding 65% of the global premium smartphone market, with overall premium segment sales reaching a record 29%, according to Counterpoint Research's Handset Model Sales Tracker. This figure represents a significant drop from 74% in the same period in 2022, as intensified competition in China has drawn consumers toward domestic premium brands like Huawei, Xiaomi, OPPO, and vivo.

Apple's premium segment revenue grew by 9% year-over-year, driven by strong sales of the iPhone 17 lineup, particularly the base model. However, despite this growth, Apple's share in the premium segment remains smaller than it once was, falling from its 74% peak. Counterpoint Research attributes this decline to intensified competition in China, where major players have outmatched Apple with more advanced flagship devices.

Across the broader premium segment, unit sales grew by 5% year-over-year, with overall market share increasing from 25% in 2025 to 29% in 2026. This growth stems mainly from rising memory and component costs, which have impacted low- and mid-tier phones more than flagship models. Premium brands, including Apple, have been better positioned to handle these higher costs due to wider margins and fewer promotional discounts.

The narrowing price gap between mid-tier and premium phones is accelerating the shift toward flagship devices as an attractive upgrade option for consumers. To support this shift, OEMs, such as Samsung, are expanding financing, trade-in, and buyback programs to improve affordability. Samsung holds 19% of the premium segment, growing 3% year-over-year, while Chinese brands like OPPO and vivo have shown impressive growth, with OPPO increasing by 69% and vivo by 20% after launching their new series.

Counterpoint Research expects Apple to maintain its lead alongside Samsung, citing Apple's strong performance in developed markets, its integrated ecosystem, and its strong brand value, even as Chinese brands continue to gain share in the premium segment. The trend of premiumization is expected to shape the future of the smartphone industry, focusing on value and profit maximization instead of mere shipment volumes.