Premium phone sales hit record in 2025, India grows fastest: Report
A Counterpoint Research report shows sales of premium smartphones rose 8% globally in the first half of 2025, the highest ever for this period. Apple held more than half the market, but Xiaomi and Google saw major gains. India emerged as the fastest-growing region with 35% growth, while AI features and foldables are driving upgrades.
New Delhi: People are spending more on pricey smartphones than ever before. A new Counterpoint Research report shows sales of high-end devices jumped by 8% in the first half of 2025, the highest number ever recorded for this period. The data signals that premium phones are no longer a niche, but are steadily becoming the main choice for many buyers.
Apple kept its lead with more than half of the premium market, but the growth story had different twists across regions. India turned out to be the fastest-growing market, with sales rising by over 35%. China, still the biggest market overall, saw Apple losing ground to homegrown names like Huawei and Xiaomi.
Apple still on top, but faces heat in China
Apple continues to dominate, especially in countries like India, where iPhones have become the go-to upgrade. The report highlighted that in China, however, competition from Huawei and Xiaomi chipped away at Apple’s dominance. Buyers there were drawn to local brands offering advanced hardware at lower prices.
Samsung secured the second spot, driven by the Galaxy S25 lineup that has performed better than its predecessors. The company’s foldable phones, still a niche, are expected to boost its numbers further in the coming months.
Xiaomi surprises with sharp growth
The standout performer was Xiaomi. Its sales rose by more than 50%, powered largely by Chinese consumers. Analysts noted that buzz around Xiaomi’s entry into electric cars also gave its brand a lift, indirectly helping smartphone sales. The move showed how tech companies can cross industries and influence consumer perception.
Google returns to the top five
For the first time in five years, Google made it back into the list of top five premium phone makers. Its Pixel 9 series gained traction for its clean design and smart AI features. The phones stood out for being simple to use, yet packed with tools that resonated with buyers looking for something practical.
India emerges as the fastest-growing market
The report placed India firmly in the spotlight. Sales of expensive smartphones in the country grew by more than 35%, outpacing every other major region. Easy financing and monthly payment options have made it possible for more people to afford models that were earlier out of reach. For many first-time buyers, premium phones are now a direct choice rather than a gradual upgrade.
Foldables and AI push upgrades
Foldable phones still account for a small slice of the market, but interest is rising. With Apple expected to launch its first foldable model next year, analysts believe the category could see rapid growth.
Another big reason people are switching to high-end models is artificial intelligence. Most premium phones now come with built-in AI tools that make everyday tasks easier and more fun. From smarter cameras to real-time translations, these features are becoming key selling points.