On September 9, a well-known market research organization, CounterPoint Research, gave a report on the analysis of the high-end market (priced above US$600) in the first half of 2025. The report believes that in the first half of 2025, Huawei, Xiaomi and Google, performed better than Apple and Samsung in the high-end field.
Note that surpassing Apple and Samsung here refer to growth rate, not sales. The report said that global high-end model sales increased by 8% year-on-year in the first half of 2025, which is far higher than the overall smartphone market and twice the overall smartphone market. This shows that high-end models are becoming increasingly recognized by the market worldwide. As long as they are within the budget allowance, consumers' first choice is definitely high-end flagship models. This is relatively good news for various smartphone brands. As long as the product strength and brand influence are in place, high-end models will not worry about sales.
All around the world, Apple is still the dominant player in the high-end field, with a market share of up to 62%, and a year-on-year increase of 3%, but its year-on-year market share has shrunk by three percentage points. In other words, all other brands around the world are not Apple's competitors in the high-end field. Samsung ranked second with a market share of 20%, the same as the same period last year, with a year-on-year increase of 7%. Huawei ranked third with a market share of 8%, an increase of one percentage point from the same period last year and a year-on-year increase of 24%. Xiaomi ranks fourth. Unfortunately, the data company did not give the market share, but from the chart, the share will definitely increase. The key is that Xiaomi's year-on-year growth is as high as 55%. Google ranked fifth and did not give a market share, but its market share also increased. Key points: Google is the fastest growing brand, with a year-on-year growth of up to 105%, which is more than doubled.
You can see that the year-on-year growth rate of the brands ranked in the bottom three surpasses Apple and Samsung. This is why the data company said that these three brands performed directly directly from Samsung and Apple. Of course, among these three brands, Huawei still has the highest share, and Xiaomi needs to work harder, especially in overseas markets.
