Apple remains number one in the premium phone market

All indications are that global smartphone sales will decline this year, while sales of premium phones will continue to rise and reach new records. Apple still leads the premium phone market, but other manufacturers are also gaining.

According to Counterpoint Research's Market Pulse Service, sales of the global high-end smartphone market will grow by 6 % in 2023, reaching a new record. According to this classification, phones with a price higher than 600 US dollars, which is just under 550 euros, belong to the higher price class. This figure contrasts with the predicted decline in sales expected in the smartphone market last year. The premium device segment is likely to account for almost a quarter of all phone sales and 60 % of all revenue. In the last few years, the premium segment has emerged as an area of growth in an otherwise weak market.

Višji analitik Varun Mishra tako komentira rast trga premijskih telefonov: “The smartphone market has seen a change in consumer purchasing patterns. Given the importance of the smartphone, consumers are willing to spend more to get a high-quality device that they can use for a long time. Owning the latest and greatest showpieces has also become a status symbol for many consumers, especially in emerging markets where they move directly from mid-range to premium. In addition, seasonal promotions and various financing options make these devices increasingly affordable.“

Apple je na trgu premijskih naprav še vedno številka ena. Se je pa njegov delež v primerjavi z letom 2022 zmanjšal. To je predvsem posledica Huaweijevega ponovnega vzpona na Kitajskem, ki ga je spodbudila serija Mate 60. Samsung je prav tako povečal svoj delež na račun serije S23 in morda nekoliko presenetljivo – zložljivih naprav. Ravno ti so se na premijskem trgu pojavili kot element, ki naredi razliko. 

Looking at different regions, China, Western Europe, India, and the Middle East and Africa (MEA) regions have largely driven the growth of the global premium products market in 2023. In fact, China, India, MEA and Latin America are most likely to set a new sales record in the premium market, with India being the fastest growing market in the world.

If we look at the premium market in more detail, the driver of growth is the segment of ultra-premium devices. In 2023, devices priced from 1,000 euros accounted for more than a third of total sales on the premium market.