That's according to Counterpoint Research's Handset Model Sales Tracker , which tracks smartphones with a wholesale average selling price of $600 or more.
What happened
That's according to Counterpoint Research's Handset Model Sales Tracker , which tracks smartphones with a wholesale average selling price of $600 or more. Apple's premium segment revenue grew 9% year-over-year in the first half of 2026, which Counterpoint attributed to strong sales of the iPhone 17 lineup, particularly the base model.
Practical impact for readers
Even with that growth, Apple's share of the premium segment has slipped from 74% in the first half of 2022. Counterpoint pins the decline on intensifying competition in China, the largest premium smartphone market, where Huawei, Xiaomi, OPPO, and vivo have all sharpened their flagship offerings, pulling more Chinese consumers toward domestic premium brands.
Details worth verifying
Across the broader premium segment, unit sales grew 5% year-over-year in the first half of 2026, with the segment's overall market share up from 25% in the first half of 2025 and 20% in the first half of 2022. Counterpoint says the latest gains stem largely from rising memory and component costs, which have hit low- and mid-tier phones harder than flagship models.
Who should act or wait
Premium brands, including Apple, were better positioned to absorb the higher costs through wider margins and fewer promotions, helping sustain demand even as the broader market grew more challenging. The share gains between the first half of 2022 and the first half of 2025, by contrast, were driven mainly by a broader premiumization trend as consumers traded up to higher-end devices.
What is still unclear
Counterpoint Research said the narrowing price gap between mid-tier and premium phones is accelerating that shift, making flagship devices, including older or discounted iPhones, a more attractive upgrade for consumers:.
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