Apple remains market leader in the premium segment despite competition

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Apple achieved a slight but significant increase in premium smartphone sales in the first half of 2025. According to Counterpoint Research, global sales in this segment increased by 8% year-on-year. Apple itself grew by 3%, despite simultaneously shrinking its market share. India and China, in particular, were key drivers of this development.

The premium smartphone market is experiencing strong growth, reaching its highest level in history with an increase of 8%. Apple remains the clear leader with a 62% market share, but the competition is growing faster. Samsung, Google, Xiaomi, and Huawei are recording significant gains, putting Apple under pressure. Nevertheless, the strategic focus in emerging markets is bearing fruit, even if challenges remain.

Global development in the premium smartphone market

In the first half of 2025, global revenue in the premium segment increased by 8%. Apple led the field with a market share of 62% and a revenue increase of 3%. Samsung took second place with a market share of 20% and growth of 7%. Google's return to the top 5 was notable, with an increase of 105%, driven by the success of the Pixel 9. Xiaomi and Huawei also increased their sales, taking market share away from Apple and Samsung. Despite the increase in sales, Apple lost three percentage points of market share compared to the previous year due to stronger overall growth among competitors.

India and China as growth engines

India was the fastest-growing premium market worldwide, growing by 37 percent year-on-year. Apple's strong market performance and new financing options contributed significantly to this success. These facilitated access to premium devices and expanded the pool of potential buyers. China remains the world's largest premium market and, in absolute terms, made the largest contribution to global growth. While Apple partially overcame its long-term weakness, it continued to lose market share to brands like Huawei and Xiaomi. Both benefit from a loyal customer base and a strong presence in brick-and-mortar stores.

Technological trends in the premium segment

More than 80% of premium smartphones sold in the first half of 2025 were equipped with GenAI features. This technology is driving demand and setting new standards in the industry. Another growing segment is foldable devices. While still a niche, the growth prospects are positive. The market development is particularly exciting due to Apple's planned entry into this space.

Market leader under pressure: Apple between growth and competition

Apple achieved a 3% increase in sales in the first half of 2025 and remains the market leader in the premium smartphone segment despite growing competition. India emerged as the fastest-growing market, while China made the largest contribution in absolute terms. Nevertheless, Apple's market share shrank as competitors such as Samsung, Google, Xiaomi, and Huawei grew more dynamically. The future of the premium smartphone market will be heavily shaped by GenAI and foldables, and Apple will be judged by how successfully it integrates new technologies into its portfolio. (Image: Shutterstock / gracethang2)