The premium smartphone market is on fire. According to fresh data from Counterpoint Research, global sales of smartphones costing over $600 (~KES 77,500) grew 8% year-on-year in the first half of 2025, the highest ever for H1. That’s double the overall smartphone market growth (which managed only 4%), showing just how strong the “premiumization” trend has become.
So, who’s winning in this expensive playground?
Well, Apple still wears the crown. It grew 3% YoY and took a whopping 62% of the market. That’s more than all other brands combined, and pretty much explains why 5 of the world’s top 10 best selling smartphones in Q1 2025 were iPhones. But while Apple gained in emerging markets like India (where easy financing is helping more people get iPhones), it lost some ground in China, where Huawei and Xiaomi are clawing back market share. In fact, Huawei isn’t just hanging around. It’s roaring back. With loyal fans, unique designs like the tri-folding Mate XT, and a solid offline presence, Huawei is once again a serious contender. Its sales jumped 24% YoY.
Meanwhile, Xiaomi is playing a different game altogether. Its growth in the premium segment is tied to more than just phones. The company’s new electric vehicles (EVs) and tightly integrated ecosystem are boosting brand appeal, and in H1 2025, Xiaomi’s premium sales shot up 55% YoY, enough to secure the #3 spot globally.
And then there’s Samsung, steady as ever. Thanks to the Galaxy S25 series (which is performing better than last year’s S24 lineup), Samsung posted a 7% YoY bump, holding on to its #2 slot behind Apple. The Galaxy Z Fold 7 is expected to add even more fuel to its fire.
But the real shocker? Google. After years of being sidelined, it has officially broken into the top five premium smartphone brands. Its Pixel 9 series, paired with more aggressive marketing and expansion into new markets, has doubled sales year-on-year (+105% YoY). Google’s “AI-first” pitch is resonating, and fast. And there’s even more AI smarts in the latest Pixel 10 series.
Even foldables and AI are shaping the conversation. Foldables may still be niche, but brands are leaning on them as luxury differentiators. And GenAI-capable phones now make up over 80% of premium sales. It’s clear: if you’re buying premium, you want cutting-edge AI.
Here in Kenya, the story mirrors global trends. More Kenyans are eyeing iPhones, financing deals are making phones easier to buy, and Samsung still has its loyal following. Xiaomi has been inching upwards, especially among those who want powerful devices at a slightly lower premium. Huawei’s local comeback may be slower than in China, but globally, its resurgence can’t be ignored. And though Pixels aren’t officially sold here, they’re sneaking their way into the Kenyan conversation.
Bottom line? 2025 is shaping up to be the year premium smartphones stopped being “luxury toys” and became the category driving innovation and growth. The playground is still Apple’s. But others are chasing with fresh energy.
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