Apple continues to dominate the premium smartphone market in 2026, holding a commanding position among devices priced above £470. The company captured 65% of this segment and recorded 9% year-on-year growth during the first half of the year, even as Chinese brands strengthen their positions in local markets.
iPhone demand drives Apple’s premium lead
Apple ships 23% of all smartphones sold worldwide, yet it captures 49% of the entire industry’s profit. That scale alone makes the company a formidable force, but its influence becomes even clearer when the focus narrows to handsets priced above £470, where it stands as the unambiguous leader in market share.
The strength of iPhone demand underpins these figures. By concentrating on high-value devices, Apple secures a share of profit that far outstrips its overall shipment volume, reflecting the premium positioning that has defined its product strategy for years.
Market share slips from 2022 peak
Despite the growth seen in early 2026, Apple’s hold on the premium tier remains below its earlier high. The company accounted for 65% of the global premium segment in the first half of the year, up 9% compared with the same period a year earlier. That figure is still down from the 74% it commanded in 2022.
Meanwhile, Chinese brands are making inroads into local market share, chipping away at competitors in their home territories even as Apple retains its overall dominance in the premium category. The global premium market covers all smartphones selling above £470, a bracket in which Apple’s position remains the strongest of any manufacturer.
Source
Image: appleinsider.com
