Counterpoint Research revealed that in the first half of 2026, premium smartphones accounted for a record 29 percent of the total market, with Apple holding a 65 percent share, followed by Samsung at 19 percent.
Counterpoint Research released a new report stating that Apple captured 65 percent of the global premium smartphone market in the first half of 2026, while the overall premium market expanded to a record 29 percent share of worldwide smartphone sales.
The report defines premium smartphones as those priced at $600 or above. The 29 percent share in the first half of 2026 marks a 4 percent increase compared to the same period last year.
From these figures, Apple’s premium smartphone sales share rose to 65 percent, up from 63 percent in the first half of 2025 but still below the 74 percent recorded in the first half of 2022. Samsung maintained its 19 percent share, unchanged from last year and up from 17 percent in 2022.
Counterpoint noted that Apple’s 9 percent year-on-year growth was driven by strong sales of the standard iPhone 17 model.
Harshit Rastogi, senior analyst at Counterpoint Research, commented that rising memory and component costs are reshaping smartphone pricing structures, creating opportunities for manufacturers to push more products into the premium segment. As mid-range Android smartphone prices climb, the price gap with premium models narrows, especially with older or discounted flagship devices, making flagships a more cost-effective upgrade option for consumers.
Rastogi added that to adapt to this shift, manufacturers are expanding credit services, trade-in programs, and buyback schemes to make premium devices more accessible. For example, Samsung has extended its Galaxy Forever program to multiple markets to increase access to flagship devices.
Counterpoint also stated that brands are boosting premium smartphone sales through trade-in, credit, and buyback programs, and they anticipate the trend toward premium market growth will continue due to improved component supply, steady demand, and financing options.