Apple secured 65% of the premium smartphone market in the first half of 2026, as this segment reached a record 29% of global smartphone sales, according to Counterpoint Research. This represents a four percentage point increase year-over-year.

The strong performance is attributed to the iPhone 17 line, particularly the base model, which helped Apple reverse a previous downturn. Samsung maintained its position with 19% of the premium market.

Rising component costs are driving smartphone prices up, making flagship devices more appealing. OEMs are offering enhanced financing, trade-in, and buyback programs to boost affordability. Premiumization is expected to continue due to favorable component procurement, consistent demand, and financing options. Counterpoint Senior Analyst Harshit Rastogi highlighted these trends, noting that the narrowing price gap between mid-range Android phones and older or discounted flagships encourages upgrades.