November 27, 2021

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Apple’s Dominant Showing In The Premium Smartphone Market Should Have Samsung Worried


Apple’s has managed to hold on to its massive share in the premium smartphone segment this year, yet again leaving behind its biggest Android rivals in Samsung in its wake.

Based on the report from Counterpoint, Apple’s global premium market share grew from 48% in Q2 2020 to 57% in Q2 2021. This was largely due to the iPhone 12 series and the success it managed to garner. For those wondering, Counterpoint defines the premium market segment as devices that are retailing over $400 that’s approximately INR 30,000. With that said, Apple’s performance in the ultra-premium segment, where devices are retailing at $800 (approximately INR 59,000) or above, is also commendable.

Across the entire premium smartphone market, this particular price band accounted for 36% of the premium smartphone sales in Q1 2021, a growth of 182% year-over-year. Apple accounted for nearly three-quarters of the sales in this band in Q2 2021, up from 54% that was last year prior. Again, this is largely because of the success of the iPhone 12 Pro and 12 Pro Max, as the report from Counterpoint suggests.

As far as the competition is concerned, Android OEMs struggled to keep up with Apple in the premium market segment. Samsung managed to hang on to a 22% share in Q2 2020, but this share dropped to 17% in Q2 2021. Counterpoint has pointed out that this is because of the supply constraints, but still, Samsung still managed to see a 13% sale increase in the premium category over this period.

Surprisingly, Huawei also remained the biggest global smartphone manufacturer in the premium category. However, the Chinese manufacturer saw a decline and fell to just 6% in Q2 2021 from 17% in Q2 2020. The reason why Huawei is still on the radar is largely due to its strength in the Chinese market, where it still ranks as the second biggest OEM in the premium segment.

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