The premium segment contributed 29% volume of the overall market in H1 2026, up from 25% in 2025.
Apple and Samsung’s combined share increased to 84% in H1 2026 from 82% in H1 2025.
Brands are pushing premium smartphones through trade-in, financing and buyback programs.
Premiumisation is expected to continue due to better component procurement, consistent demand and financing.

Seoul, Beijing, Berlin, Buenos Aires, Fort Collins, Hong Kong, London, New Delhi, Taipei, Tokyo – 5 August 2026

Global premium smartphone market (wholesale average selling price $600 and above) remained resilient in H1 2026, with unit sales growing 5% YoY and their share of the overall global smartphone sales rising to the highest ever at 29%, up from 25% in H1 2025 and 20% in H1 2022, according to Counterpoint Research’s Handset Model Sales Tracker. The premium segment gained share in H1 2026 primarily due to rising memory costs affecting low- and mid-tier segments more significantly. Premium OEMs were better able to absorb these costs through higher margins and reduced promotions, which helped sustain demand despite challenging market conditions. Between H1 2022 and H1 2025, share gains were mainly driven by a broader trend toward premiumization as consumers shifted to high-end smartphones.

Commenting on the shift to the premium segment, Senior Analyst Harshit Rastogi said, “Rising memory and component costs are reshaping smartphone pricing and creating opportunities for OEMs to accelerate premiumization. As mid-segment Android smartphone prices rise, the price gap with premium devices, especially older or discounted flagship models, is narrowing. This trend makes flagship smartphones a better upgrade option for consumers. To support this shift, OEMs are expanding financing, trade-in and buyback programs to improve affordability. Samsung has also expanded its Galaxy Forever program to several markets to make flagship devices more accessible.”

Global Smartphone Premium Segment Brand Unit Sales Share H1 2022 to H1 2026

Source: Counterpoint Research Global Handset Model Sales Tracker, Jun 2026 (Prelim)

*Premium Segment includes smartphones with a wholesale price of $600 and above

Premium segment brand highlights for H1 2026:

Apple registered 9% YoY growth in H1 2026, driven by the strong performance of the iPhone 17 series, especially the base model.
Apple’s premium segment share declined to 65% in H1 2026 from 74% in H1 2022, primarily due to intensified competition in China, the largest premium smartphone market. As Chinese OEMs such as Huawei, Xiaomi, OPPO and vivo enhance their flagship offerings, more consumers are opting for domestic premium brands.
Samsung registered 3% YoY growth for the period and captured 19% of the segment despite the later launch of the Galaxy S26 series. The introduction of its industry-first Privacy Display has been a key differentiator for the series, with the Ultra variant contributing over half of the Galaxy S26 series sales.
OPPO recorded the highest growth in the segment at 69%, as the brand continues to focus on premiumization. The Find X9 series served as the primary growth driver, with further momentum coming from the April 2026 additions to the series.
vivo registered 20% YoY growth for the period as the X300 series outperformed its predecessor in H1.

On the outlook, Senior Analyst Karn Chauhan said, “Premiumization will be the key strategy in the smartphone industry as the focus shifts from shipment volumes to value and profit maximization. OEMs are targeting higher price segments to protect margins in a challenging market. On the other side, longer replacement cycles are prompting consumers to invest in premium devices for greater longevity. Apple and Samsung are expected to maintain leadership in the premium segment, supported by strong positions in developed markets, integrated ecosystems, and brand value. In China, Huawei and Xiaomi are well positioned to gain share in higher price segments as they expand their premium portfolios and strengthen their ecosystem offerings.”

About Counterpoint Research

Counterpoint Research is a global market research firm specializing in products across the technology ecosystem. We advise a diverse range of clients – from smartphone OEMs to chipmakers and channel players to Big Tech – through our offices located in the world's major innovation hubs, manufacturing clusters and commercial centers. Our analyst team, led by seasoned experts, engages with stakeholders across the enterprise – from the C-suite to professionals in strategy, analyst relations (AR), market intelligence (MI), business intelligence (BI), product and marketing – to deliver services spanning market data, industry thought leadership and consulting. Our core areas of coverage include AI, Automotive, Consumer Electronics, Displays, eSIM, IoT, Location Platforms, Macroeconomics, Manufacturing, Networks and Infrastructure, Semiconductors, Smartphones and Wearables. Visit our Insights page to explore our publicly available market data, insights and thought leadership, and to understand our focus, meet our analysts and start a conversation.

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Premium Smartphone Share in Overall Market Hits H1 Record at 29%; Apple and Samsung Lead

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