Apple leads but Xiaomi, Samsung and Google make big gains as premium phone sales hit a record in 2025

Apple

People are spending more money on fancy phones than ever before. A new report by Counterpoint Research shows that sales of expensive smartphones went up by 8% in the first half of 2025, the highest number ever for this time of year.

Apple is still the king, with more than half the market. iPhones did really well in countries like India, but in China, Apple lost ground to local brands like Huawei and Xiaomi.

Samsung came second. Its latest Galaxy S25 phones are doing better than last year’s models, and its new folding phone is also expected to boost sales.

The surprise star, though, is Xiaomi. Its sales jumped by more than 50%, thanks mostly to buyers in China. The buzz around its new electric car also helped the company’s image, which in turn made more people buy its phones.

Google also had a big win. It returned to the list of top five premium phone makers after five years. Its Pixel 9 series sold really well, with more buyers liking its simple design and useful AI features.

India turned out to be the fastest-growing market for these expensive phones, with sales rising by over 35%. Easy payment options are helping more people afford premium models. China, however, is still the world’s biggest market overall.

Foldable phones are still not very common but are slowly becoming popular. And with Apple expected to launch its own foldable next year, that trend could grow fast.

Another big reason people are upgrading is AI. Most high-end phones now come with smart AI tools that make them easier and more fun to use.

In short: Apple is still on top, but Samsung, Xiaomi, and Google are quickly catching up. And as more people in countries like India start buying premium models, the competition is only going to get fiercer.