Global technology market research firm Counterpoint has released its latest report regarding the state of the global premium smartphone market. The report suggests that the world’s premium smartphone market increased 8 percent year-on-year (YoY) in the first half of 2025. While Apple continues to dominate the premium market, Google’s Pixel was the fastest-growing phone brand in the segment.
Google has secured the 5th spot in global premium phone sales in H1 2025
According to Counterpoint, Google’s Pixel stood out as one of the fastest-growing premium phone brands in the first half of this year. The search titan managed to secure the fifth spot on the firm’s latest list, with 105 percent YoY growth. The report suggests that strong sales of the Pixel 9 series devices, expansion into new markets, and improved marketing efforts primarily drove the firm’s growth.
The source also mentioned that Google has made its Pixel phones stand out by promoting their AI functionalities and clean software, rather than just their hardware. This approach appears to be working, as the customer confidence in Google’s Pixel phone brand is growing day by day.
Apple continues to dominate the premium phone market
Apple continued to dominate the premium smartphone market in the first half of 2025, as per Counterpoint. The Cupertino tech giant’s market share grew 3 percent YoY, capturing 62 percent of the overall market. However, the firm’s share declined as other OEMs grew much faster. While Apple captured more market share in emerging markets, it lost share in China to Huawei and Xiaomi.
Samsung took the second spot on the list and managed to keep its market share unchanged at 20 percent, unlike Apple. The South Korean tech giant grew on the back of the Galaxy S25 series devices, which outperformed the Galaxy S24 series models. As we advance, the market research firm believes that the Galaxy Z Fold 7 may perform better than its predecessor owing to significantly upgraded hardware.
Huawei was the third-largest premium smartphone maker in H1 2025 as it remains a popular choice among loyal Chinese consumers. Xiaomi, which took the fourth spot on Counterpoint’s latest report, also gained in the premium segment. It grew 55 percent YoY, with major growth coming from China.
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