Premium Smartphones Reach Record 29% Global Market Share

Premium smartphones, defined as devices with a wholesale price of $600 and above, reached a record 29% of global smartphone sales in the first half of 2026. Apple Inc. led the segment with a 65% market share and 9% year-over-year growth, fueled by strong demand for the base model iPhone 17. This growth reversed a previous decline caused by competition in China.

Samsung Electronics maintained a 19% share of the premium market, growing 3% year-over-year through the Galaxy S26 series and its Privacy Display. Together, Apple and Samsung controlled 84% of the premium segment. Other manufacturers also saw gains, with OPPO posting 69% growth via the Find X9 series and vivo growing 20% with its X300 lineup.

Counterpoint Research attributes this shift toward premiumization to rising memory and component costs that disproportionately affect lower-priced devices. According to analyst Harshit Rastogi, these costs are narrowing the price gap between mid-segment and premium devices, making high-end upgrades more attractive. To support this transition, manufacturers are expanding affordability options, such as Samsung's Galaxy Forever trade-in and buyback program.