Key Takeaways
1. The high-end smartphone market is rapidly growing, leading to a 3% increase in average selling prices (ASP).
2. Apple dominates the market with a 57% share, driven by strong sales of the iPhone 16 and 17, resulting in an 11% revenue growth to $76 billion.
3. Samsung saw a 17% increase in unit sales but faced a 20% drop in ASP due to a focus on affordable models during the holiday season.
4. Xiaomi experienced a decline in both revenue and unit sales by around 10%, affected by rising component costs.
5. Future smartphone prices are expected to rise further due to increasing demand for AI features and expensive RAM.
Figures from Counterpoint Research show that the high-end smartphone market is growing rapidly. More and more customers are choosing premium devices, which has led to a 3% increase in the average selling price (ASP) compared to last year. This rise in prices is not just about luxury; costs for hardware, like memory chips, have also jumped significantly.
Apple Leads the Market
Counterpoint Research indicates that Apple was the top brand in 2025. The American tech giant held a commanding 57% market share in the last quarter of that year. The iPhone 16 and iPhone 17, along with strong interest from consumers in China and the US, contributed to Apple’s revenue, which grew by 11% to reach $76 billion. The Pro Max model in particular sold very well.
Samsung’s Mixed Performance
Samsung experienced the highest growth in unit sales, which increased by 17%, but it struggled with average prices. The South Korean company focused heavily on its affordable Galaxy A series during the holiday season, resulting in a 20% drop in ASP. However, overall sales still rose by 12%, partly due to the new Galaxy S25 models and the foldable Z Fold7.
Xiaomi Faces Challenges
Things are not looking good for Xiaomi. Both revenue and unit sales fell by around 10%. The company is heavily impacted by the rising prices of components like DRAM and NAND, which are squeezing profit margins on its lower-cost models. On the flip side, Oppo performed well in the premium market. Thanks to its Reno 14 series and new models in the Find line, Oppo’s revenue increased by a significant 23%.
Looking ahead, it seems that prices will rise even more in 2026. The demand for AI features and costly RAM is expected to make smartphones more expensive in the future. Experts from Counterpoint warn that those unable to keep up with these climbing prices may soon face serious difficulties.
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