iPhone grabs 65% of premium smartphone market as segment hits record 29% share

Sales of high-end smartphones hit an all-time high, accounting for 29% of the global market in the first half of 2026, up 4 percentage points from a year earlier. Counterpoint Research analysts attribute the surge to "premiumization" — a shift in demand toward flagship devices.

Apple maintains its dominant position in this segment with a 65% share, up from 63% in the first half of 2025. However, the figure was higher in 2022 at 74%. Samsung has held a steady 19% of the premium market over the past two years, compared with 17% in 2022.

The key driver for Apple was a 9% sales increase, which Counterpoint credits to the success of the iPhone 17 lineup, particularly the base model. That offset a weak previous year when the company lost ground due to intensifying competition in China.

Analysts note that rising memory and component costs are pushing vendors to focus on the premium segment. Prices of mid-range Android smartphones are climbing, narrowing the gap with flagships, including older and discounted models. Consumers are increasingly choosing devices in the upper price bracket.

Manufacturers are supporting this trend with trade-in programs and installment plans. Samsung, for instance, has expanded its Galaxy Forever program to several markets. Analysts expect "premiumization" to continue, driven by better component procurement, sustained demand, and accessible financing options.