For smartphones promoting at over $600, Apple owns 65% of that market and grew 9% yr over yr within the first half of 2026. Nonetheless, Chinese language manufacturers are making a dent in native market share.
Apple ships 23% of all smartphones bought globally and captures 49% of all revenue. It is a behemoth by itself, however when accounting for smartphones within the $600 plus vary, it is the clear chief in market share.
Based on a report from Counterpoint Analysis, Apple captured 65% of the worldwide premium smartphone market. It grew 9% yr over yr through the first half of 2026, although its market share remains to be down when in comparison with the 74% held in 2022.
The decline since 2022 could be attributed to the premium Chinese language smartphone market rising in reputation. When a Chinese language shopper is offered with an choice between an iPhone and a smartphone from Huawei, Xiaomi, or Oppo, they select the native model.
That stated, Apple nonetheless holds a lot of the market globally at 65% and Samsung at 19%. The opposite OEMs make up the remaining 16%.
Apple holds onto 65% of premium market share whilst the remainder of the market will increase costs. Picture supply: Counterpoint
The premium smartphone market grew 5% total yr over yr for the primary half of 2026 and makes up a report 29% of the worldwide market. The worldwide RAM scarcity driving up costs has pushed extra smartphones into the premium $600 plus section and worth hikes on lower-end fashions are driving prospects to extra premium fashions.
The report suggests these traits are why smartphone producers are leaning additional into financing choices. Samsung lately launched its Galaxy Card whereas Apple has launched Apple Improve.
Commerce-in costs have additionally gone up, as was seen with Apple earlier Thursday. Every part is supposed to entice prospects holding onto their dearer gadgets for longer to improve sooner despite worth will increase.
It’ll be an fascinating fall as the whole lot appears to be creating fairly the hurdle for Apple to beat. iPhone 18 Professional gross sales might be restricted by the RAM scarcity and Apple stories that it is already promoting as many iPhone 17 fashions as it will possibly make.
Demand will not be the difficulty, however provide held again by international provide chain instability. Customers could also be feeling the impression of financial uncertainty, however that won’t matter if financing choices proceed to be plentiful.
