Premium Smartphone Market 2025: Global Growth Surge
The first half of 2025 has been remarkable for the global premium smartphone market. According to the latest data from Counterpoint Research, premium smartphone sales grew by a staggering 8% year-on-year during this period—the highest ever for a first half. In comparison, the overall smartphone market grew by only 4%, highlighting a clear consumer preference for high-end smartphones offering advanced features, superior technology, and long-term usability. The report provides a detailed overview of key brands like Apple, Samsung, Google, Huawei, and Xiaomi, their market positions, strategies, and the state of major markets worldwide, including India.
Growth in the Premium Smartphone Segment
Today’s smartphone consumers prioritize not only functionality but also top-tier cameras, AI-enabled features, long battery life, and superior connectivity. In this context, the $600+ premium segment recorded an 8% growth in H1 2025, setting a new benchmark for this category. As a result, premium smartphones now account for more than 60% of total smartphone revenue, underlining their increasing importance. Several major brands have introduced new models and innovations to strengthen their presence in this market.
Apple Strengthens Its Grip
Apple has reinforced its position in the premium smartphone market with the success of the iPhone 17 series and the latest Apple Watch models. Leading with a 62% market share, the company achieved a 3% year-on-year growth. Notably, Apple’s fastest growth occurred in emerging markets like India, where easy EMI options and local financing plans made the iPhone more accessible. Additionally, the deep integration of hardware and software, along with generative AI features, continues to attract customers. However, Apple’s market share has slightly felt pressure in China due to the rapid rise of Huawei and Xiaomi. Looking ahead, Apple’s marketing strategy is expected to focus on innovations like foldable smartphones, which could drive significant changes in the coming years.
Samsung’s Continued Strength
Samsung secured the second position with a 7% growth in H1 2025, driven by the successful launch of the Galaxy S25 series. The Galaxy S25 outperformed competitors, strengthening the company’s premium portfolio. Furthermore, the growing popularity of foldable devices like the Galaxy Z Fold 7 is further solidifying Samsung’s position. The brand’s flexible marketing and strong retail network continue to make it a favorite among consumers.
Google Pixel’s Strong Comeback
After five years, Google has re-entered the top five premium smartphone brands with its Pixel lineup. The Pixel 9 series achieved an impressive 105% year-on-year growth, making it the fastest-growing brand in this segment. This growth is driven by Google’s AI-first strategy, featuring superior cameras, a clean software experience, and consistent software updates. Through focused marketing and expansion into new markets, Google has enhanced its reach. The upcoming Pixel 10 series, expected to include more AI-enabled features, is likely to sustain this growth trajectory.
Chinese Players: Huawei and Xiaomi
Huawei and Xiaomi have made significant strides in the Chinese market. Huawei recorded a 24% growth, supported by its robust offline retail network and the innovative Mate XT tri-folding smartphone. The brand is rapidly gaining market share from Apple in China. Meanwhile, Xiaomi achieved a massive 55% year-on-year growth, securing the fourth position. Xiaomi’s success extends beyond smartphones, with its electric vehicles and ecosystem-based IoT products boosting the brand’s credibility and popularity.
India: The Fastest-Growing Premium Smartphone Market
India emerged as the fastest-growing premium smartphone market in H1 2025, registering a 37% year-on-year sales growth. The rising popularity of the iPhone played a major role, driven by easy financing plans and superior customer support. Additionally, Indian consumers have become more tech-savvy and increasingly prioritize premium smartphones. In Q2 2025, India’s smartphone market saw an 8% volume growth and an 18% value growth, reflecting the market’s robustness.
Impact of Foldable Smartphones and AI
Foldable devices and artificial intelligence (AI) are rapidly gaining traction in the premium smartphone segment. While foldables remain a niche, brands are positioning them as luxury devices. Apple’s anticipated foldable smartphone launch in 2026 could further strengthen this segment. Meanwhile, the demand for AI-enabled smartphones is growing; nearly 80% of premium smartphones sold in H1 2025 feature generative AI capabilities. This has created a new user experience, enhancing the appeal of premium smartphones.
Conclusion
The global smartphone market in 2025 is shaping up to be a year dominated by the premium segment, with consumers increasingly gravitating toward expensive, technologically advanced devices. While Apple continues to lead, brands like Samsung, Google, Huawei, and Xiaomi are competing aggressively. India has contributed significantly to this growth, and the trend is expected to continue in the coming months. Foldable smartphones and AI technologies are set to further influence this segment, making the premium smartphone market more competitive and innovation-driven.
Also Read
