Apple Holds 65% of Premium Smartphone Share in H1 2026

Apple maintained its dominant position in the global premium smartphone market during the first half of 2026, capturing 65 percent of sales for devices priced at $600 and above, according to new industry data. The overall premium segment itself grew to a record 29 percent of all smartphone sales, up from 25 percent in the same period last year.

The figures, released by Counterpoint Research, show Apple's revenue in the premium segment grew 9 percent year-over-year, a rebound attributed to strong sales of the iPhone 17 lineup, particularly the base model. Despite this growth, Apple's market share has declined from a peak of 74 percent in the first half of 2022. Analysts point to intensifying competition in China, the world's largest premium smartphone market, where domestic brands like Huawei, Xiaomi, OPPO, and vivo have sharpened their flagship offerings, drawing more consumers toward local brands.

Samsung remains Apple's closest competitor, holding a 19 percent share of the premium market after posting 3 percent year-over-year growth. The company maintained this position despite a later launch for its Galaxy S26 series. Behind these two leaders, Chinese manufacturers showed the...