High-end mobile phone market share reached a new high of 29% in the first half of the year, with Apple accounting for 65%. (Photo/Apple)
The global high-end smartphone market continues to expand. According to the latest data from Counterpoint Research, in the first half of 2026, the global wholesale sales of high-end smartphones with an average wholesale price of more than US$600 increased by 5% compared with the same period last year, accounting for 29% of the total global smartphone sales, higher than 25% in the same period of 2025, setting a new high in the first half of the year, showing that high-end mobile phones are still attractive as consumers’ replacement cycles are extended.
Analysis points out that the recent rise in memory costs has put greater pressure on mid- and low-end mobile phones. Since high-end mobile phone profit margins are relatively abundant, brands are more able to absorb the cost increase. On the other hand, the price of mid-range Android phones continues to rise, and the price difference between them and previous-generation flagship phones or high-end models after discounts has narrowed. Coupled with the popularity of installment payment, old phone replacement and buy-back plans, this has further promoted the upgrading of the mobile phone market.
In terms of brand performance, Apple’s high-end mobile phone sales increased by 9% year-on-year in the first half of the year, mainly driven by the iPhone 17 series. Its market share in the global high-end market reached 65%, and it continues to remain the leader. Samsung’s sales increased by 3% year-on-year, with a market share of 19%. The Galaxy S26 Ultra accounted for more than 50% of the S26 series sales, showing that consumer demand for top-end flagship phones is still strong.
Chinese brands have shown faster growth. OPPO’s high-end mobile phone sales increased by 69% year-on-year, the highest growth rate among major brands, mainly driven by the Find X9 series; vivo’s sales increased by 20% year-on-year, and the X300 series performed better than the previous generation.
Counterpoint Research believes that the smartphone industry is gradually shifting from pursuing shipments to focusing on revenue and profitability, and premiumization will become an important strategy for brands. As the replacement cycle lengthens, consumers are more inclined to choose high-end models with better durability, performance and software support. Apple and Samsung are expected to maintain their lead in the future.
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