Apple dominated the premium smartphone segment in the first half of 2026, holding a commanding 65% market share, according to Counterpoint Research. Premium smartphone unit sales grew 5% year-over-year in H1 2026, outperforming the overall market. This reversed a prior-year slowdown linked to intensified competition in China, the world’s largest premium smartphone market. Together, Apple and Samsung controlled 84% of global premium smartphone sales, up from 82% a year earlier. The remaining 16% of the premium segment was shared among Chinese brands including Huawei, Xiaomi, OPPO, and Vivo.