Counterpoint Research reports that the premium smartphone market grew in H1 2026, with sales rising 5% year-on-year and the segment’s share of the overall smartphone market increasing from 25% in H1 2025 to 29% in H1 2026.
Apple and Samsung continued to dominate the premium segment. Apple led with a 65% market share, while Samsung held the second position with 19% and registered 3% year-over-year growth despite launching this year’s Galaxy S series, the Galaxy S26 lineup, later than usual.
Premium smartphone market drivers and vendor moves
Counterpoint Research says brands pushed trade-in, financing and buyback programs to drive premium sales. Samsung, for example, expanded its Galaxy Forever program to several markets to make its premium and flagship devices more accessible, a move that has probably helped the company register growth in the segment.
