Apple continues its reign over the premium smartphone market, capturing 65% of sales for devices priced over $600 in the first half of 2026. This represents a 9% year-over-year growth, though it's a slight decrease from the 74% share held in 2022.

While Apple dominates globally, Chinese brands like Huawei, Xiaomi, and Oppo are gaining traction in their local markets. Despite this, Apple's overall global smartphone shipments stand at 23%, accounting for 49% of industry profits. Samsung holds the second-largest share in the premium segment at 19%.

The premium smartphone market itself expanded by 5% and now represents a record 29% of all global sales. This growth is fueled by rising prices across the board, including on lower-end models, pushing consumers toward the $600+ segment. Manufacturers are responding with enhanced financing options and trade-in programs to encourage upgrades amidst economic uncertainty and supply chain challenges, impacting the availability of new models like the iPhone 18 Pro.