Apple Captures 65% of Premium Smartphones in H1 2026 as Segment Hits Record 29%

3 articles · Updated · MacRumors · Aug 7

Apple took 65% of the global premium smartphone market in the first half of 2026, while its premium revenue rose 9% on strong iPhone 17 sales, especially the base model.
The premium segment itself reached a record 29% of overall smartphone sales, up from 25% a year earlier, as higher memory and component costs squeezed low- and mid-tier phones harder than flagships.
That pressure narrowed the price gap between mid-range Android devices and premium models, making older or discounted flagships more attractive and prompting brands to expand financing, trade-in and buyback programs.
Samsung held 19% of the premium market despite a later Galaxy S26 launch, while OPPO grew 69% and vivo 20% as Chinese brands sharpened flagship offerings.
Apple still leads comfortably, but its premium share has slipped from 74% in H1 2022 as Huawei, Xiaomi, OPPO and vivo gain ground in China, the largest premium smartphone market.