Premium Smartphone Share Hits H1 Record

Global premium smartphone market (wholesale average selling price $600 and above) remained resilient in 1H26, according to Counterpoint Research. Unit sales grew 5% YoY, and their share of the overall global smartphone sales rose to the highest ever at 29%, up from 25% in 1H25 and 20% in 1H22.

The premium segment gained share in 1H26 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 1H22 and 1H25, share gains were mainly driven by a broader trend toward premiumization as consumers shifted to high-end smartphones.

“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,” said Harshit Rastogi, Senior Analyst at Counterpoint Research.

Apple registered 9% YoY growth in 1H26, driven by the strong performance of the iPhone 17 series, especially the base model. Its premium segment share declined to 65% in 1H26 from 74% in 1H22, 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% 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.

“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,” said Karn Chauhan, Senior Analyst at Counterpoint Research.