On September 11, Counterpoint Research released a report stating that during the first half of 2025, global sales of high - end smartphones witnessed an 8% year - on - year increase, hitting a record high for first - half sales. This growth rate significantly outstripped that of the overall global smartphone market, which merely saw a 4% rise over the same period.

Among the leading players, Apple took the top spot, boasting a market share of over 62%. The company experienced a 3% year - on - year growth, mainly propelled by emerging markets. Samsung wasn't far behind, registering a 7% increase. Its S25 series outperformed the S24 and emerged as the primary growth driver for the brand.

Xiaomi secured the third - place position, with a remarkable 55% year - on - year surge. The Chinese market served as the main impetus for this growth. Moreover, the halo effect generated from its high - end electric vehicle launch is exerting a positive influence on its smartphone business.

After a five - year hiatus, Google made a comeback to the list of the top five high - end smartphone brands. Its sales doubled year - on - year, thanks to the strong performance of the Pixel 9 series, its expansion into new markets, and its aggressive marketing strategies.