Counterpoint Research has just released yet another interesting report regarding smartphones in the global market. This time around, the company released a premium smartphone market report for H1 2026.
This report tracks smartphones with a wholesale average selling price of $600 or more. Unsurprisingly, Apple is first-placed on the list, and it’s not even close, actually.
Apple grew 9% YoY in the premium smartphone segment
Apple’s revenue grew 9% year-over-year (YoY) in the first half of 2026. It is mainly attributed to strong sales of the iPhone 17 series, and that especially goes for the base model in that lineup.
Counterpoint also notes that unit sales, in general, grew 5% year-over-year in the first half of 2026. It is obvious that rising memory and component costs hit low and mid-tier smartphone tiers harder than flagship devices.
The source claims that premium brands, such as Apple, managed to absorb the higher costs through wider margins and fewer promotions. It is also noted that flagship devices, including older ones, are more attractive upgrades for consumers:
“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,” says Counterpoint.
Apple managed to grab 65% of the premium smartphone segment in H1 2026
Having said that, if you check out the graph below, you’ll see that Apple grabbed 65% of the premium smartphone market share in H1 2026, while Samsung is second-placed with 19%. Those two companies, together, have 84% of the premium smartphone market, which is saying a lot. That leaves 16% for others.
You’ll also notice a 2% increase for Apple compared to H1 2025. That 65% level is nowhere near Apple’s level from 2022, though, when the company managed to grab 74% of the market. While Apple gained some traction YoY in H1 2026, Samsung remained at the same level.
The source does note that OPPO did grow in this segment, thanks to the OPPO Find X9 series. The company grew by 69%. Vivo also grew thanks to the Vivo X300 series; it marked a 20% growth in the segment.
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