On August 5, Counterpoint Research released a report indicating that in the first half of 2026, sales of global high-end smartphones (those with a wholesale price of $600 or more) witnessed a 5% year-on-year increase. Their market share climbed from 25% during the same period last year to a remarkable 29%, marking a new record. The report delved into the factors behind this trend, noting that rising component costs, particularly for memory, had a substantial impact on mid-to-low-end smartphone models. In contrast, high-end manufacturers managed to effectively absorb these costs by leveraging their higher profit margins and scaling back promotional activities, thereby maintaining steady market demand.

This dynamic has expedited the industry's transition towards high-end products. As the price hikes for mid-range Android phones narrowed the price gap with discounted flagship models, consumers found flagship smartphones to be a more compelling upgrade option. When it comes to brand performance, Apple experienced a 9% year-on-year sales increase in the first half, securing a dominant 65% share of the high-end market. This was largely driven by the consistent demand for the base models of the iPhone 17 series. Meanwhile, Samsung's sales grew by 3% year-on-year, capturing an 18% market share, with the Ultra models of the Galaxy S26 series contributing over half of its total sales.