Overview
- Counterpoint’s handset sales tracker shows Apple captured 65% of $600‑plus smartphone sales in the first half of 2026 while the premium segment rose to 29% of global shipments.
- Apple’s premium revenue grew about 9% year‑over‑year, a rebound Counterpoint links to strong demand for the iPhone 17, especially the base model.
- Samsung remains the only comparable rival with roughly 19% of the premium tier and modest year‑over‑year growth.
- Rising memory and other component costs have narrowed the price gap between mid‑range and flagship models, making older or discounted premium phones more attractive to buyers.
- Manufacturers are widening financing, trade‑in and buyback programs to lower upgrade barriers, a shift that could keep premiumization rising and give Chinese brands room to take more share in China while Apple holds lead in developed markets.