Apple: Top selling premium phone in 5 regions out of 7

From a CounterPoint Research report that landed on my desktop Thursday:

According to Counterpoint Research’s Market Monitor Q2 2018, the global premium smartphone segment [$400+] grew faster than the overall smartphone market. This was driven by increasing shipments from Chinese players, which have recently upgraded their flagships and are positioning them at a higher price point, at launch, compared to their previous flagship models. As these players grow outside China, premium portfolio can help them tap the developed markets like Western Europe or USA where they were unable to expand their reach previously...

Apple led the global premium smartphone segment capturing 43% share of the segment, followed by Samsung (24%), OPPO (10%), Huawei (9%), Xiaomi (3%) and OnePlus (2%).

Repeating the CounterPoint chart posted on AppleInsider Wednesday:

counterpoint regions
Click to enlarge.


  • NAM = North America
  • MEA = Middle East and Africa
  • LATAM = Latin America
  • WE= Western Europe
  • CEE = Central East-Europe
  • CHINA = China
  • APAC Excl China = Asia Pacific excluding China

My take: Rich or poor, people tend to buy the smartest phone they can afford.

See also: With 12% market share, Apple took 62% of global cellphone profits



  1. John Kirk said:
    For all of the criticism that Apple receives, there isn’t a phone maker in the world who wouldn’t want to to have what Apple has. And one of the reasons why I’m perpetually fascinated by Apple’s business model is because, paradoxically, there also isn’t a phone maker in the world who is willing to do what Apple does.

    September 20, 2018
  2. Gregg Thurman said:
    Hmmmm. Of all the manufacturers listed, Apple is the only one that doesn’t offer a sub $400 model. Yet, it’s the top listed manufacturer. The only two regions Apple isn’t Number One are those with a weak middle class.

    You just can’t be both a low-cost manufacturer and a manufacturer of leading-edge quality. Those two strategies are mutually exclusive and the consumer knows it.

    September 20, 2018

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