The premium smartphone market experienced 5 percent growth in the first half of 2026, reaching a record high market share of 29 percent. This growth was driven by rising component prices that had a greater impact on lower and mid-range phones, leading consumers to opt for premium phones instead. Manufacturers such as Samsung and Apple were able to absorb increased production costs due to higher profit margins. Although Apple still leads the premium smartphone market with a 65 percent share, its position is starting to be challenged in China due to competition from local brands. Samsung has also expanded its installment and trade-in programs to make premium phones more accessible to consumers.
