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Apple iPhone market share and pricing dynamics

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2026-08-09 08:45 UTC → 2026-08-09 11:55 UTC · added ~~removed~~

Apple’s iPhone continues to dominate the global premium‑smartphone segment (devices priced at $600 or more), holding roughly 65% of the market in the first half of 2026. The premium tier now accounts for a record 29% of all smartphone sales, though Apple’s share has slipped from 74% in 2022 as Chinese brands such as Huawei, Xiaomi, OPPO and Vivo gain ground, especially in China. Samsung remains the nearest rival with about 19% of the premium segment. Apple’s premium‑segment revenue grew 9% year‑over‑year in H1 2026. Rising memory and component costs are narrowing the price gap between high-end and mid-range phones, prompting OEMs to broaden financing, trade‑in and buy‑back programmes. Ahead of the iPhone 18 launch, Apple raised its trade‑in values in the United States and Germany, offering up to $720 (≈ 625 €) for an iPhone 16 Pro Max in the US and up to €755 in Germany, and began accepting select Android devices in the US market. Adding to these cost pressures, reports suggest Apple may increase prices for the iPhone 17 lineup as early as August 10, 2026. This potential move is attributed to a global shortage of memory and storage chips, which CEO Tim Cook has characterized as a "hundred-year flood," exacerbated by high demand for AI-related hardware. Apple has already implemented price hikes for several devices in Japan due to currency fluctuations and previously raised prices on Mac, iPad, and Vision Pro models earlier this summer citing component costs. Recent rumors also suggest Apple has shelved plans to expand production capacity on certain lines from 15% to 30%.

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