Apple captured 65% of the global premium smartphone market in the first half of 2026, while the wider premium segment’s share of overall sales climbed to a record 29%. According to Counterpoint Research’s Handset Model Sales Tracker, Apple’s premium revenue grew 9% year‑over‑year, driven largely by strong sales of the iPhone 17 lineup, especially the base model.

Despite this growth, Apple’s share slipped from 74% in the first half of 2022, a decline attributed to intensified competition in China, where domestic brands such as Huawei, Xiaomi, OPPO, and vivo sharpened their flagship offerings. Across the broader premium segment, unit sales rose 5% YoY, with the segment’s market share up from 25% in 2025 and 20% in 2022. Premium brands could better absorb rising component costs through wider margins and fewer promotions.

Samsung remains the only other major player, holding 19% of the premium segment after a 3% YoY gain. Chinese brands showed sharp growth, with OPPO up 69% and vivo up 20%. Counterpoint predicts Apple will keep its lead alongside Samsung, citing its strength in developed markets, integrated ecosystem, and brand value.

Premiumization is set to be the key strategy, shifting focus from shipment volumes to value and profit maximization.