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Apple Captures 65% of Global Premium Smartphone Market
Apple captured 65% of the global premium smartphone market in the first half of 2026, as the wider premium segment's share of overall smartphone sales climbed to a record 29%.
That's according to Counterpoint Research's Handset Model Sales Tracker, which tracks smartphones with a wholesale average selling price of $600 or more. Apple's premium segment revenue grew 9% year-over-year in the first half of 2026, which Counterpoint attributed to strong sales of the iPhone 17 lineup, particularly the base model.
Even with that growth, Apple's share of the premium segment has slipped from 74% in the first half of 2022. Counterpoint pins the decline on intensifying competition in China, the largest premium smartphone market, where Huawei, Xiaomi, OPPO, and vivo have all sharpened their flagship offerings, pulling more Chinese consumers toward domestic premium brands.
Flagship phones are a better deal than mid-rangers in 2026, and here's the proof
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The best Android phones keep creeping up in price, but this pricing squeeze is creating an unexpected silver lining for consumers: flagship smartphones are starting to look like surprisingly great deals.
According to the latest H1 2026 data from Counterpoint Research, premium smartphones (wholesale prices of $600 and above) grabbed a record 29% share of total global sales — up from 25% in H1 2025. Unit sales in the segment also grew 5% year over year.
Surging memory and component costs have hit cheap smartphones the hardest, forcing mid-range prices upward. Premium OEMs, on the other hand, better absorbed these supply chain spikes through higher profit margins.
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