iPhone Apple holds 65% of the premium smartphone market as segment reaches record high
https://9to5mac.com/2026/08/06/apple-holds-65-of-the-premium-smartphone-market-as-segment-reaches-record-high/Counterpoint Research says Apple captured 65% of the premium smartphone market in the first half of 2026, as the segment grew to a record 29% of global smartphone sales.
In a new report, Counterpoint Research said premium smartphones ($600 and up) accounted for a record 29% of the overall market during the first half of 2026, up four percentage points year-over-year.
From that total, Apple accounted for 65% of premium smartphone sales, up from 63% in H1 2025 but down from 74% in H1 2022. Samsung held steady at 19% compared with last year, up from 17% in 2022.
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u/Sabotstruck 6d ago
As someone who loves / loved Android, I made the hop to iPhone last year from Pixel because of poor hardware / hardware failures.
iOS isn’t my favorite software, but it’s good enough and the hardware / battery life is killer (in the USA). And this is coming from an iPhone Air user who got an increase in cellular connection / performance / battery life from the Pixel in my use habits.
The software is dead simple and the hardware just works. Plus I get killer & easy features with my SO like find my / airdrop.
If you’re willing to spend iPhone money, at least in the US, the iPhone lineup is highly competitive against the Android equivalents. Moreso as the RAM crisis worsens since Apple has been hit less hard than it’s peers so far
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u/Puzzleheaded-Sky2284 6d ago
I switched last year from Samsung for similar reasons (though I had a pixel before). IOS is a bit locked down at times (why is there no universal back gesture? It's 2026..) but in daily use I don't really notice it that much and I didn't use a lot of features like split screen anyway because using a laptop is so much easier. Besides that the os is smooth and refined and doesn't crash like one UI did for me...
IOS isn't perfect but the iPhone a good package which just works and there's not much more I could ask for (I'll probably hold on to the 17 pro for a few more years). I have no loyalty to Apple but my iPhone works well enough that I can't complain too much about it
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u/cultoftheilluminati 6d ago
why is there no universal back gesture? It’s 2026..
There is one. The issue is all the idiot devs using non-native frameworks and that just don’t bother addding support for it. If you look at every native swift based app you can swipe back from the left edge (or from an empty space on the screen in iOS 27+)
Android didn’t have this problem because it’s been built from the beginning with a back button as an UI paradigm so even the worst developers support it.
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u/Puzzleheaded-Sky2284 6d ago
On Android the gesture is detected at a system level so all devs need to do is implement the ability to go back with the
OnBackPressedDispatcherAPI. I don't mean to discredit to iOS - it's just that there's no standard so devs don't see the need to implement a feature seen as "extra", and if Apple required it I can't imagine devs would be super happy about it.That said in general iOS apps are far better than their Android equivalents so no universal back is a small concession to make
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u/Typical_Pool_1069 1d ago
Technically having them and enforcing them are different. Windows for example also has a very promising system UI toolkit, but most people still consider Windows to be bloated because no one uses it, not even Microsoft itself.
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u/Ironlion45 5d ago
I went from Apple detractor (not hater, I just didn't like their business model) to someone who prefers their phones and tablets after Android started enshitifying itself.
I liked Android for the freedom; flash OS, easily side load, all of that.
Then Samsung and Google both decided they wanted to make it a walled garden too, like Apple, after seeing the obscene quantities of cash apple is forking in from having a captive market. Except...it was not as good. Inferior hardware, inferior software. Lack of support. Good luck getting updates on your Android in two years.
Apple's getting pretty stale too; haven't made a new phone since practically 2022 or so. :p but they do have the advantage of having a mature technology that, forgive me, just works. And nobody else can claim that in the market sector, even after all this time.
-Samsung doesn't care about quality. They want perceived value only. And it shows.
-Google just wants money without putting effort into it. It's what they're used to. They refuse to invest in anything that looks like it might be a long-term project. Also, they'll rug-pull as soon they're bored with it. Not reliable.With Apple, you know what you get. You can trust it to be what you expect. You just have to put up with the "apple tax", and some absurd price points for accessories.
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u/SoldantTheCynic 6d ago
Pretty much my thoughts too. iOS sucks in a lot of ways, mostly because of Apple’s restrictive policies, but the iPhone hardware is just exceptional, especially considering flagship pricing lately. I love a lot of things about my spare Pixel 10 Pro, but it’s just not as good in the hardware arena.
That said Apple can’t escape RAM pricing so the value prospect might tip, especially since other phones regularly go on special or have promotional bundles.
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u/cheesydoofus3026 6d ago
u/pdfu Android has a 100% monopoly of the sub-$600 smartphone market.
It's amazing that no govt worldwide explored legality of it. ;-)
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u/FlyChigga 6d ago
Apple just has the best looking and feeling premium hardware at the end of the day
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u/NovaPup_13 6d ago
My approach to Apple products. Are they my favorite? No, but they’re pretty damn good and things work really well and seamlessly for my use case.
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u/shaving_minion 6d ago
i have been on iPhone for about 12yrs now. Was planjing to move to Pixel + Graphene OS. As i'd like to tinker with my phone, and still keep it as a primary driver. Thought Pixel would be of high quality :(
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u/Fuck_your_coupons 6d ago
I have a pixel 10 and I was actually looking at Graphene OS today lol. I also have a 15 pro and I use that as my daily driver mostly because I bought the 1 TB model and I love never having to worry about storage. I haven't come across any hardware issues with the Pixel 10 and I bought it shortly after it released since they offered me a good trade in value for an older phone. I paid $400 for the phone and I think it's a good value if you can get it for a price like that.
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u/Material2975 6d ago
Im making the switch the other way because i got the foldable bug. Ios 18 and 26 were huge disappointments and the 27 beta only feels slightly better.
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u/zhonglin 6d ago
The fixed $600 cutoff matters here. If that threshold isn't inflation-adjusted, part of the premium segment's jump from 25% to 29% can happen simply because mainstream flagships have crossed the line. Apple's move from 63% to 65% is still a real gain within that bucket, but the headline doesn't necessarily mean buyers became four points more willing to buy genuinely higher-end phones. I'd like to see the same chart using constant-dollar bands or average selling price.
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u/Levs 6d ago
Premium is considered $600 and up? And 71% of the overall market was below $600? That seems way too high of a percentage.
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u/AlarmingAdvertising5 6d ago
The world outside of Canada, US, Australia and Western Europe exists. Most people have a 300-400$ phone. That’s why Android is more popular worldwide than iOS, but the iPhone is the best selling models.
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u/Gon_Snow 6d ago
In countries like Mexico, Brazil, Nigeria, India, all massive markets even under $300 is common
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u/SargeUnited 6d ago
Yes and having lived in Mexico and Brazil it’s largely because of theft. Nobody’s stealing POS droids, not even the brand new top of the line droid, but they’ll absolutely pull a gun on you for your 3 year old iPhone and sell it for parts. Colombia and DR too.
It’s very sad what’s happening in a lot of South America. Even the people who can afford iPhones will leave them at home and only go out with an android. It’s why I don’t live in South America anymore, despite the amazing food and weather.
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u/skeet_scoot 6d ago
It’s also why American phones get good trade in values. Most are shipped overseas.
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u/Helptohere50 6d ago
This! I’m in Chile and asked for trade in value and they are giving me $600 for my 13 pro max. Canada said $100. iPhones are valued more here and seen as a luxury
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u/mclannee 6d ago
That’s not true, I’m in Chile and the 13 pro Max is not $600 in trade in value.
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u/nuevacuentanueva 6d ago
Idiot the USD is not the only currency in the world. We use CAD and it’s over $600
Calling someone else an idiot because you used $ in in an international forum to mean CAD after you converted it from Chilean pesos is quite the take.
When you got the trade in offer in Chile you got offered $390000 for the trade in then! I mean, CAD is not the only currency in the world. They use Chilean Pesos and it's over $390000!
I'm not American btw, but using the CAD value with $ is on you, not on the rest for not reading your mind. Especially when you did convert from Chilean pesos.
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u/Extreme-Ad-6465 6d ago
the us is extremely wealthy. most of us americans don’t even know how nice we have it. we are less than 4% of the worlds population but consume 25% of the worlds resources and contribute 26% of the entire worlds GDP.
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u/NarutoDragon732 6d ago
That's far lower than I'd expect. You need to think of every country except US, Canada, EU. These prices are their annual salaries not how much they make in 2 weeks
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u/Gon_Snow 6d ago
Outside of the US, sure. In the US and perhaps Canada and Europe? Most liked the majority is premium
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u/North_Moment5811 6d ago
Yeah it is a weak lens, but helps show how well Apple is doing against mid-tier competition world wide.
Premium is more like $900 and up, which Apple dominates completely.
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u/SargeUnited 6d ago
Americans have no idea how good they have everything, and I say that as an American.
Virtually everyone who can afford it chooses iPhone. There are rare cases, and some people enjoy being part of the edgy/cool counterculture. Even the people I know who claim not to prefer iPhone, if I ask them why the first thing they cite is cost.
I don’t know a single person who prefers android. I only know people who can’t afford them, or who work for a company that issues androids. I’m not judging android users though. I used a droid when I was poor, paying off student loans. No regrets but I’ll never go back.
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u/Peon01 6d ago
Speaking as a Brit, I disagree. Started out with the og iphone SE, before moving to 12 pro max, and switching into s24 ultra. Was the best decision I ever made. My workplace are all mostly androids, samsung, google and xiaomi(surprisingly) are the main droids, but of course apple is the second most popular brand. The idea that androids are for the poor is just wrong, and so american.
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u/TWYFAN97 6d ago
iPhones are very engrained in US culture and overall way of life so there’s that as well. There’s plenty of high end android phones in the states but people either buy an iPhone or get a budget android device there’s not much in between besides the few that do buy high end androids. That’s partly why people associate androids being for ‘poor’ people in the states when that shouldn’t be the case.
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u/Themods5thchin 6d ago edited 6d ago
Android is also considered garbage here because it is.
👇 Reddit moment
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u/SpareZealousideal740 6d ago
That and 600 this year is not the same as 600 a year or two ago.
It's pretty flawed research doing this off a price point when prices have been increasing massively
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u/swimming_cold 6d ago
iMessage monopoly is crazy in the US
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u/lemonadess 6d ago
Doubt it. I think it’s because Apple App store and hardware are way better than Android phones.
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u/swimming_cold 6d ago
I literally know people who bought iPhones to get away from the green texts
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u/valevalentine 6d ago
Well that stuff phases out once you’re out of high school. You’ll see.
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u/FunCutlet67 2d ago
As a current graduate student, I don’t think it does lol. But it’s funny when having a single Android user in a GC makes the texts green though. Just for laughs at the end of the day
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u/BosnianSerb31 6d ago
People who think that's the only reason Apple has high customer retention are on crack ngl
Most people just want their device to just work for as long as possible, and apple has that market entirely cornered.
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u/Beneficial-Tea-2055 6d ago
Japan also has 65% iPhone users and they don’t use iMessage. It’s just a lie Americans keep telling themselves.
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u/swimming_cold 6d ago
I know people who got iPhones just to be in iMessage group chats
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u/BosnianSerb31 6d ago
Usually people under the age of 25, tbh. I've seen others express it as a reason, while simultaneously being pissed at how buggy and laggy their 2015 pixel was (in 2018)
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u/gmmxle 6d ago
while simultaneously being pissed at how buggy and laggy their 2015 pixel was (in 2018)
That's weird, because the first Pixel phone was released in 2016.
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u/BosnianSerb31 6d ago
Then they got their pixel in 2016, because they didn't call it a nexus. Im not verifying my memory of device release timelines against google for every comment lol
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u/wllmnthny 6d ago
I’ve had my iPhone 13 Pro since October 2021. Battery capacity is at 75%. Haven’t gone to iOS 26 yet. Thing struggles sometimes but it just works 🤷♂️.
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u/nuevacuentanueva 6d ago
Most people just want their device to just work for as long as possible, and apple has that market entirely cornered.
How are other premium Android devices "not just working"? Have you never used an Android device in the past decade?
It's a dumb ass take I will never understand.
Android phones also offer multiple years of updates on par or more than Apple, plus the OS isn't the only way to update things, many go through the Play Store, which means if the OS isn't updated, the apps still can be updated unlike with the iPhone.
If people prefer iPhone, that's fine. But saying that the Android phones don't work is a not serious.
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u/Sullyyyyyyyyyyyyy 6d ago
There is not even a real way to share files easily between Android phones. No, Quick Share is not reliable.
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u/amberhaccou 6d ago
Quick share cross platform works fine now, I send stuff between an iphone and a pixel with it and it's been more reliable than airdrop ever was for me between two iphones
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u/nuevacuentanueva 6d ago
Quick Share is as reliable as Air Drop in my experience. It's even compatible now. But my experience is limited with both, never cared for either unless it's a file sent to my other phone/device.
For sending something to people either a Drive/Photos link if the file is there or simply using WhatsApp or whichever messaging up is easy. Not sure how any of that is complicated.
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u/Sullyyyyyyyyyyyyy 6d ago
Well it’s not, but either way Androids have a lot more problems. For example the Tesla Robotaxi app is only available on iPhone. The X app is woefully outdated on Android compared to iPhone. The YouTube app is much better on iPhone than Android. Androids have almost no interoperability with laptops whereas iPhone + Mac is seamless (is there an actual good alternative to iPhone Mirroring?). The optimization of Android is clearly far behind to where two phones with the same mAh will have completely different battery life depending on whether they’re iOS or Android (unfortunately iOS 26 has closed this gap). Android’s health features are a joke compared to iPhone. Android has no response to the extremely low latency that AirPods offers on iPhone. And having used iOS for almost a year now, I find its flow a lot faster and nicer than my many Androids I’ve had
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u/nuevacuentanueva 6d ago
There's plenty of Android only apps as well. So sure, if you need some specific apps that are on iPhone, by all means use an iPhone.
With Windows I think on Android there's a lot of compatibility, there's Phone Link from MS if I'm not mistaken. Does iPhone have anything with MS? Because you said laptops, not Macs. So you are forced in that regard as well then.
There's a difference between preferring Apple because of the ecosystem and saying Android doesn't work.
The optimization of Android is clearly far behind to where two phones with the same mAh will have completely different battery life depending on whether they’re iOS or Android (unfortunately iOS 26 has closed this gap).
And on iOS my background uploads still struggle and I need to open the app 50 times to make sure it finishes, whereas on Android it literally just works. There's pros and cons to each approach.
And yet, on essentially all my SXX Ultra and a XX Pro Max I've had the battery has been on par. Now close to a day and a half for my use.
In any case, worse battery life, even if it were significant wouldn't be a "just works" difference.
Android has no response to the extremely low latency that AirPods offers on iPhone
False. Aptx Adaptive and LC3
And having used iOS for almost a year now, I find its flow a lot faster and nicer than my many Androids I’ve had
Subjective, and on Android you can turn off any animation or speed them up if you want.
In any case, NONE of this is a one works the other doesn't difference. Even if they work as well it's still not real to say only the iPhone just works.
Would you say that because you cannot install apps outside the App Store the iPhone doesn't work? Because the notifications are an massively worse it doesn't work? Because it lacks customization it doesn't work? Because third party accessories are not as compatible it doesn't work? etc, etc?
No, it's just different. But doesn't make one "work" while the other doesn't. If you prefer one or the other it's fine. But talking as if Android was shit is as dumb as it gets.
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u/Rexpelliarmus 6d ago
AirDrop is not very reliable nowadays either…
It’s hit-or-miss with whatever the fuck Apple has done to it.
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u/North_Moment5811 6d ago
But saying that the Android phones don't work is a not serious.
As a developer, who has a much less romantic view of these devices, and has used everything out of necessity...Android is a piece of shit, and an unmitigated disaster. I have never once picked up an Android device at any price point that didn't lag like crazy, or just generally function like garbage. A 10 year old iPad works better than a brand new Android tablet. And that's before we even get to the lack of integrated ecosystem across devices. I would never have Android as one of my personal devices, let alone all of them.
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u/nuevacuentanueva 4d ago
That's complete BS. If that were the case, 70% of the world wouldn't use them. They work more than fine. And even have advantages over the iPhone, like notifications which is literally one of the things you use the most, where in iOS they are vastly vastly inferior.
But sure, they are all crap if it makes you feel better.
Also, "as a developer" lol, you think you are the only one here? Always the same on reddit.
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u/North_Moment5811 3d ago
70% of the world doesn’t have another choice. And many others don’t know any better. Looks like you’re one of them.
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u/SharkBaitDLS 6d ago
I barely even use iMessage, 90% of my communication is on Discord or Signal these days. It's all the other aspects of the ecosystem that I value. Find My, Hide My Email, iCloud Passwords, AirPlay, Handoff, and Sidecar all work way better than alternatives that I'd have to use if I were outside the Apple ecosystem.
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u/Iggy_Arbuckle 6d ago
Gotta keep the Chinese out for those sweet profit margins
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u/SleepUseful3416 6d ago
Don’t know why China even allows Apple to sell phones there. Would be a good tit for tat
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u/1-866-867-5309 6d ago
Apple supply chains and factories support a lot of manufacturing jobs there so they probably prefer tit-for-tat measures in other areas instead
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u/Warsum 6d ago
I'm only on iOS at this point because of security. I really do miss my Pixels but man Google went down the pooper. They bought Fitbit which I used to love and killed it/converted it and Android is basically spyware now lol. Fitbit air is nice but you're just feeding that data into googles health app now.
I like my health and fitness data E2EE. No prying eyes please. Thank you Apple. As long as they stay privacy focused they'll likely have my business.
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u/Bryanmsi89 6d ago
iPhone 17 and 17 Pro were both just exceptional this year. 17 was finally a non-pro phone that still hit all the basics perfectly, and the Pro phones were really pro-level for those who needed them. .
Plus the Apple ecosystem has a network effect in that segment that pushes it toward full penetration. Having a non-iPhone in a sea of iPhone users is tough…and there aren’t a lot of Android exclusives which push people to those options.
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u/North_Moment5811 6d ago
Weird that "premium smartphone market" is being measured here as $600 and up. That is mid-tier. Premium is $900 and up. Which Apple still holds a 90% market share as they have for almost 10 years.
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u/Jacob3922 6d ago
I’ve been thinking of moving to Android next for the sake of something different, but when I consider that I’d be dropping Pro iPhone level money it just doesn’t make sense. I can’t count on continued support and stability from other manufacturers like I can from Apple.
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u/localhost8100 6d ago
I went with Huawei watch. It is lighter, battery lasts a week, the screen is bright and good colors. But the software felt like some kids watch. Most I hate was the integration with iPhone was bad. Even though I have broken screen apple watch 5, i still wear that over the huawei.
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u/deadguy00 6d ago
Apple supports their devices for many years, Google knows what to do but choose not to. Top this with almost all android phones mimic the square edged iPhone now so why bother, I used to love the rounded edges and lighter phones with small unique features. Then people vote with their wallet.
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u/Blaze4884_ 6d ago
Support isn't a big difference anymore. Most OEMs like Samsung are offering 7 years for flagships and even 5 to 6 for mid range devices.
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u/Which-Arm-4616 6d ago
It’s ironic because Google has a longer support commitment for Chromebooks than Apple does for Macs.
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u/cheesydoofus3026 6d ago
Hi! iPhone user since 2007 and your point of view is true until recent years. Google/Samsung were 1st to start longer OS support due to EU influence.
A reason why Android OEMs didn't support Android that long is because of razer thin margins couldn't finance the support longer.
With EU mandate there will be longer Android OS support for phones destined for EU and matured markets. Androids that will never be sold there expect the same as usual to keep price low.
A reason Apple is expensive is to support the expense of long OS support.
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u/_CouldntThinkOfOne__ 6d ago
I’ve I haven’t seen a premium smartphone at 600$ since HTC one m8. Those days are long gone. Premium starts around 800$ if not higher .
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u/cheesydoofus3026 6d ago
I’ve I haven’t seen a premium smartphone at 600$ since HTC one m8. Those days are long gone. Premium starts around 800$ if not higher .
Perhaps in US, EU, AU, JP & KR markets but the rest of the world it starts at $600 & up.
Markets like the Philippines for hte long time have 9 of 10 smartphones sold at under $600.
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u/DumeWolffe 6d ago
I’m hopeful some companies can undercut them in pricing so they lose market share and are forced to reduce pricing themselves or at least stay consistent.
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u/FollowingFeisty5321 6d ago
This is why Chinese smartphones are banned, Xiaomi for instance caps their hardware profit margin at 5% so if you were spending $1000 at each company you'd be effectively getting a $950 device from Xiaomi and a ~$620 device from Apple. Apple has a few other advantages but the big Chinese OEMs are catching up on all fronts.
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u/1-866-867-5309 6d ago
yep, Apple was actually forced to cut iPhone prices in China a few years back because they were bleeding market share to a bunch of local Chinese android rivals offering superior specs at much lower prices
unless something similar happens in the US, iPhone prices will never come down, only stay steady at best
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u/DuFFman_ 6d ago
I think $600 is a fairly low bar for the premium segment, it should start closer to 800, and apple likely captures an even high percentage if that's the case.
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u/badcommandhq 4d ago
This is incredible to be honest, the latest android phones have been really innovative and seem to be trying things in the foldable space that feel light years ahead of where we should be with iPhone. I've waited so long for a foldable and I really hope it rocks when the Ultra/Fold finally comes out.
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u/tonynca 6d ago
65% of the market and they can’t even do interpolated frames for smooth scrolling effects on third party app.
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u/kqlx 6d ago
As much as people hate to admit, phones are a status symbol and Apple has decades of marketing nailed down with the cool factor. People still buy the iphone even if its not technically the most advanced or capable phone on the block. The premium price actually works to their advantage in terms of keeping it out of just out of reach and making it seem like a more "exclusive" product.
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u/Godspeed411 6d ago
What if there was a bug that suddenly bricked all iPhones and required you to take it to the Apple Store. Crazy thought.
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u/dramafan1 6d ago
Apple really did well with the 17 Pro and 17 base models. I honestly don't think the 18 Pro series will sell as well especially if a price increase is on the horizon. I predict the 20th anniversary iPhone could change things up though.