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9to5mac
Apple holds 65% of the premium smartphone market as segment reaches record high
According to Counterpoint Research, Apple captured 65% of the premium smartphone market in the first half of 2026, achieving this amid a record 29% of overall smartphone sales. The iPhone 17 line significantly contributed to this growth despite heightened competition in China the previous year. More consumers are seeking upgrades to premium devices, aided by financial incentives like trade-ins and financing programs.
MonitorConfidence: HighShort term horizon
Published 6 Aug 2026, 22:30 UTC1 min read
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Summary
TL;DR
- Premium smartphones account for 29% of global smartphone sales in H1 2026.
- Apple's market share rises to 65%, up from 63% in H1 2025.
- Samsung maintains 19% of the premium market.
- Increased costs for components are reshaping smartphone pricing strategies.
- OEMs are incentivizing purchases with trade-in and financing options.
Interesting facts
- Apple's premium smartphone market share has decreased from 74% in H1 2022.
- Strong sales of the iPhone 17, particularly the base model, were highlighted as crucial for growth.