Counterpoint Analysis has simply launched one more fascinating report relating to smartphones within the international market. This time round, the corporate launched a premium smartphone market report for H1 2026.
This report tracks smartphones with a wholesale common promoting worth of $600 or extra. Unsurprisingly, Apple is first-placed on the listing, and it’s not even shut, truly.
Apple grew 9% YoY within the premium smartphone phase
Apple’s income grew 9% year-over-year (YoY) within the first half of 2026. It’s primarily attributed to robust gross sales of the iPhone 17 sequence, and that particularly goes for the bottom mannequin in that lineup.
Counterpoint additionally notes that unit gross sales, usually, grew 5% year-over-year within the first half of 2026. It’s apparent that rising reminiscence and part prices hit low and mid-tier smartphone tiers more durable than flagship gadgets.
The supply claims that premium manufacturers, comparable to Apple, managed to soak up the upper prices by wider margins and fewer promotions. Additionally it is famous that flagship gadgets, together with older ones, are extra enticing upgrades for shoppers:
“As mid-segment Android smartphone costs rise, the worth hole with premium gadgets, particularly older or discounted flagship fashions, is narrowing. This development makes flagship smartphones a greater improve possibility for shoppers. To assist this shift, OEMs are increasing financing, trade-in, and buyback applications to enhance affordability. Samsung has additionally expanded its Galaxy Perpetually program to a number of markets to make flagship gadgets extra accessible,” says Counterpoint.
Apple managed to seize 65% of the premium smartphone phase in H1 2026
Having mentioned that, in case you try the graph beneath, you’ll see that Apple grabbed 65% of the premium smartphone market share in H1 2026, whereas Samsung is second-placed with 19%. These two corporations, collectively, have 84% of the premium smartphone market, which is saying quite a bit. That leaves 16% for others.
You’ll additionally discover a 2% enhance for Apple in comparison with H1 2025. That 65% degree is nowhere close to Apple’s degree from 2022, although, when the corporate managed to seize 74% of the market. Whereas Apple gained some traction YoY in H1 2026, Samsung remained on the similar degree.
The supply does notice that OPPO did develop on this phase, due to the OPPO Discover X9 sequence. The corporate grew by 69%. Vivo additionally grew due to the Vivo X300 sequence; it marked a 20% development within the phase.
