Riding the premiumisation wave, global high-end smartphone sales hit record highs in H1 2025, with Apple leading, Xiaomi surging 55%, and Google re-entering the top five. India became the fastest-growing market.
The global premium smartphone market recorded its strongest first half ever in 2025, with unit sales rising 8% year-on-year (YoY). The growth outpaced the overall smartphone market, which expanded 4% during the same period, according to Counterpoint Research.
Premium models, defined as devices priced above $600, contributed over 60% of worldwide revenues, highlighting their strategic importance.
Regionally, India emerged as the fastest-growing premium market among the global top 10, with sales up 37% YoY, supported by Apple’s success and wider financing options. China remained the largest market in absolute terms.
Apple retained the top position, growing 3% YoY and securing 62% share of the premium segment. However, its market share slipped as rivals advanced faster. Gains came largely from emerging markets, while Apple lost ground in China to Huawei and Xiaomi.
Huawei ranked third, fuelled by its loyal domestic base, strong offline presence and innovative devices like the tri-fold Mate XT.
Xiaomi posted the highest growth, up 55% YoY, driven by China. Its premium smartphone performance benefited from the halo effect of its electric vehicle launch and integration with IoT products.
Samsung, the second-largest brand, grew 7% YoY, with the Galaxy S25 series outperforming last year’s S24 models. Its upcoming Z Fold7 is also expected to see stronger uptake.
Meanwhile, Google re-entered the top five for the first time in five years. Its sales doubled YoY on the back of the Pixel 9 series, market expansion, and sharper marketing. Google’s focus on AI-first experiences and clean software is resonating with consumers.
Foldables, though still niche, are becoming a brand differentiator. Over 80% of premium smartphones sold in H1 2025 were GenAI-capable, showing how innovation in AI is now shaping consumer choice in the premium segment.
