Apple, Samsung Lead Premium Smartphone Market Share

Dow Jones08-06

0437 GMT - Apple and Samsung are set to maintain premium smartphone leadership thanks to their integrated ecosystems and strong presence in developed markets, according to Counterpoint Research. Apple's share in the premium smartphone segment fell to 65% in 1H 2026 from 74% in 1H 2022, mainly due to fiercer competition in China, the largest premium market. However, despite this drop, the combined premium share of Apple and Samsung climbed to 84% in 1H 2026, up from 82% in 1H 2025. Trade-in and financing programs partially fueled this growth as the premium segment hit a record 29% market share of the smartphone market. Counterpoint expects the trend toward pricier devices to continue as the industry favors profit over shipment volume.

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