Apple continues to dominate in premium smartphones, but the market is losing ground

Deepak Gupta
Deepak Gupta June 24, 2022
Updated 2022/06/24 at 12:20 AM

The smartphone market is currently suffering an uncertain future. This has fluctuated very visibly, after a few years in which it was stopped and with sales slowing down very drastically.

Of course, this movement was even more visible in the Premium range, which apparently continues to lose customers quickly. The latest data shows that Apple still totally dominates it and that it seems immune to these problems.




Premium smartphone markets slow

Data for the first quarter of 2022 is now coming in and focusing on the smartphone market. These numbers continue to show a clear slowdown in sales, something that brands need to adapt to quickly in order not to lose their share.

The latest data from Counterpoint Research focuses on the premium smartphone market and its performance. This has slowed down again, compared to the same period last year, and is now down by 8%. This is still less than the 10% loss of the general market.

Premium Apple smartphones market

Apple continues to dominate prominently

The information presented clearly shows that Apple dominates this segment of more expensive smartphones. The brand now claims 62% of this area, increasing 5 percentage points compared to 57% in the same period in 2021. Here we have the entire iPhone 13 family, supported by the still current iPhone 12.

The first smartphone from the Android universe to be present here is Samsung's top of the range, the Galaxy S22 Ultra 5G. This one has had a good sales performance compared to the previous models, but even so the brand ended up losing ground, being now in the 16% market share.

Premium Apple smartphones market

Other brands are slowing down in sales

OPPO takes third place in the premium smartphone market, with 5%, followed by Xiaomi with 4%. Huawei was left with only 3%, as well as vivo. The remaining smartphone brands are grouped together and their weight in the market is 6%.

It should be noted that the presence in this Premium segment presupposes that the price of smartphones is equal to or greater than 400 dollars. The current weight of this segment is already high and represents sales of 3 out of 10 smartphones in the global market.

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