Smartphones: Apple grabs 65 percent of the premium market
Despite inflation wave for memory and flash, Apple still seems to manage to maintain its premium share. According to calculations by Counterpoint analysts.
iPhone, here series 16: Apple continues to do good business despite the RAM and NAND flash crisis.
(Image: Sebastian Trepesch / heise medien)
According to a new industry study, Apple continues to succeed in capturing the premium smartphone market. The current price crisis for DRAM memory chips and flash modules, which has hit Apple significantly and as hard as ever according to its statements, seems to have little impact. The share in the premium segment, where margins are also particularly high, is even increasing again.
Market for devices over 600 US dollars
It has been known for years that Apple is among the profit kings in the mobile phone business. According to the latest Handset Sales Tracker from analysis company Counterpoint, the entire segment of more expensive smartphones now accounts for 29 percent of the total market in the first half of 2026. Premium devices are those that cost at least 600 US dollars – Apple's iPhone is usually significantly pricier. The premium segment was still at 25 percent of the total mobile phone market in the same period last year.
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The dominant providers are Apple and Samsung with a combined 84 percent, an increase of two percent. Apple alone was able to claim 65 percent of the premium market. This is a two percent increase compared to the previous year. Samsung remained stable at 19 percent. However, the share of other manufacturers, especially Chinese providers, has shrunk. They now account for 16 percent (previous year: 18 percent).
Entry-level market is getting more expensive
However, Apple once had a stronger grip on the premium market: in the first half of 2022, Apple's share in the segment was still 74 percent (Samsung: 17 percent). Since then, large Chinese manufacturers in particular have caught up, but their premium devices are often only offered in China at first – and then with delays or not at all in Europe.
Counterpoint believes that the premium segment will continue to grow in the future. The reason: Even simple devices are becoming pricier, and users are switching directly to the higher price class. “As mid-segment Android smartphone prices rise, the price gap with premium devices, especially older or discounted flagship models, is narrowing. This trend makes flagship smartphones a better upgrade option for consumers,” the analysts write.
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