The global premium smartphone market reached a historic milestone in the first half of 2025, recording an eight percent year-on-year increase in sales, according to Counterpoint Research. Apple maintained its dominance, capturing a 62 percent market share, while Samsung, Huawei, and Xiaomi continued to hold strong positions. Google made a notable comeback, re-entering the global top five premium smartphone brands for the first time in five years, thanks to the outstanding performance of the Pixel 9 series.
Apple led the premium smartphone space with steady growth, while Samsung secured the second spot with robust demand for its Galaxy S25 lineup. Huawei retained third place, supported by its loyal consumer base in China and strong offline retail presence. Xiaomi achieved significant progress with 55 percent year-on-year growth, benefiting from its premiumisation strategy and the positive spillover effect of its electric vehicle success.
Google, however, was the standout performer, securing the fifth position with a remarkable 105 percent growth in H1 2025. This leap was powered by the global success of the Pixel 9 series, expanded market reach, and effective marketing campaigns. Counterpoint highlighted that Google’s focus on AI-driven features rather than just hardware innovation resonated with consumers, boosting brand confidence.
The premium smartphone market’s surge outpaced the overall global smartphone market, which only saw four percent growth in the same period. Premium devices accounted for more than 60 percent of global smartphone revenues, signaling a strong global shift toward high-end phones as consumers seek advanced features, durability, and enhanced affordability options.
India emerged as the fastest-growing premium smartphone market, posting a 37 percent year-on-year increase in H1 2025, driven largely by Apple’s rising popularity and accessible financing options. Meanwhile, China continued to be the largest contributor to overall premium smartphone growth.
