Global premium smartphone market reaches all-time high – Pixel grows fastest

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The premium smartphone market reached a new high in the first half of 2025. According to data from market researcher Counterpoint Research, global sales of premium smartphones (devices over USD 600) grew by eight percent year-on-year in this period, reaching the highest figure ever recorded for a first half of the year. It should be noted that few manufacturers launch their premium devices in the first half of the year, while companies such as Apple and Google choose the second half of the year for the market launch of their top models.

Apple dominates the premium segment

The most successful manufacturer in the premium segment is unsurprisingly Apple, with a lion's share of 62%, although deliveries only increased by 3%. Compared to the previous year, however, Apple's share of the premium smartphone market fell from 65% to 62%.

The runner-up in the segment of smartphones costing over 600 dollars is Samsung. The manufacturer maintained its position with a share of 20 percent. Samsung was able to increase shipments by seven percent in the first half of the year, which is likely due in part to the market launch of the top models in the Galaxy S25 series.

Huawei and Xiaomi also recorded a larger increase in deliveries compared to the previous year, with 24% and 55%, respectively. Huawei managed to capture an eight percent share of the overall market, compared to seven percent in the previous year. Huawei continues to be a popular choice in China, mainly due to its loyal customer base and strong offline presence, Counterpoint said. The brand is steadily gaining market share from Apple in its home country while increasing its brand awareness through the introduction of devices with special designs, such as the tri-fold Mate XT.

According to the market researchers' data, Xiaomi also made gains, particularly in the premium market in China. The brand has driven forward its “premiumization” in all areas, not only in smartphones but also in its electric vehicle and IoT business areas. According to Counterpoint, the launch of the premium electric car should benefit Xiaomi's smartphone business, which is closely linked to its electric vehicle and IoT segments.

Google grew the most

Google saw the strongest growth: the manufacturer of Pixel smartphones made it into the top 5 premium smartphone brands after five years. Sales doubled compared to the previous year, which was due to “the strong performance of the Pixel 9 series, expansion into new markets, and more aggressive marketing measures.”

Google has also focused its devices on differentiating the Pixel series from other manufacturers by positioning them as AI-first devices with a “clean software experience” rather than just emphasizing hardware features. For Google, the growth is a positive development. However, Google's market share is still well below that of the other five leading brands.

Premiumization also in Germany

Although Counterpoint does not provide any specific data on the German market, figures from NielsenIQ (formerly GfK) show that consumers in Germany are also opting for more expensive devices. The average price for a new device is 727 euros. This represents a further price jump for smartphones since 2023: at the beginning of 2024, Niq wrote that the average price paid for a new smartphone in Germany was €701. This means that the price of a new device has risen by another three percent. (afl)