Rising memory prices are reshaping the smartphone market, driving up the cost of mid-range models while premium devices such as the Apple iPhone 17 and Samsung Galaxy S26 series gain market share. Premium smartphone sales increased by 5% compared with the first half of 2025, while the segment's market share rose from 25% to 29%. Together, the two smartphone manufacturers hold 84% of the premium segment, with Apple accounting for 65% and Samsung for 19%. Samsung's premium smartphone sales increased by 3% despite the Galaxy S26 series launching later than usual. The Galaxy S26 Ultra has played a particularly important role, accounting for more than half of all Galaxy S26 series sales, according to Counterpoint.