Apple Dominates Premium Smartphone Market With 65% Share

Apple continues to dominate the global premium smartphone market. In the first half of 2026, the company controlled 65% of the segment for devices with a wholesale price of $600 and above, while the category itself reached a record 29% of all global smartphone sales.

Analyzing Apple’s Market Position

Apple’s revenue in the premium segment grew by 9% year-on-year during this period. The primary driver was the iPhone 17 series, particularly the base model. However, experts note a decline in Apple’s market share compared to the first half of 2022, when it reached 74%. The primary reason cited is intense competition in China, where local players like Huawei, Xiaomi, OPPO, and vivo are aggressively expanding their presence in the high-end segment.

Growth of the Premium Smartphone Segment

Global premium-tier smartphone sales grew by 5% in the first half of 2026. The dynamic is evident when compared to previous years: while the premium segment accounted for 20% in H1 2022, it grew to 25% by the same period in 2025. Experts from Counterpoint attribute this trend to rising costs of components and memory, which disproportionately affected budget devices, compelling both manufacturers and users to opt for more reliable and functional hardware.

Competitive Landscape and Forecasts

The competitive situation for Apple is as follows: Samsung maintains a stable 19% share of the premium market, showing 3% year-over-year growth. Chinese manufacturers are making significant strides: OPPO’s sales in this segment surged by 69% (thanks to the Find X9 series), and vivo improved its performance by 20% (X300 series).

The smartphone market is gradually shifting toward more expensive devices, with manufacturers focusing on increasing average selling prices and profitability. While Apple retains a significant advantage, the growing activity of Samsung, Huawei, Xiaomi, OPPO, and vivo, particularly in China, is steadily changing the power balance.