Lead
Google’s Pixel phones re-entered the global top five for premium smartphones (priced above $600) in the first half of 2025, driven by the Pixel 9 series and strategic market expansion. Counterpoint Research reports a 105% year‑over‑year increase in Pixel shipments across the premium segment. Apple remained the dominant premium vendor with a 62% share, while Samsung held second place at 20%. The shift signals growing consumer confidence in Pixel hardware and Google’s AI‑first positioning.
Key Takeaways
- Google’s Pixel premium shipments grew 105% year‑over‑year in H1 2025, moving the brand into the global top five for devices priced above $600.
- Apple led the premium market with a 62% share in H1 2025, a gain of roughly 3% versus the prior year.
- Samsung ranked second with a 20% premium market share, supported by the Galaxy S25 series launch.
- HUAWEI recorded a 24% year‑over‑year rise in premium market share, driven largely by strong mainland China sales.
- Xiaomi expanded premium shipments by about 55% year‑over‑year and occupied fourth place in the H1 ranking.
- Counterpoint Research credits Pixel momentum to the Pixel 9 lineup, geographic expansion, and marketing that emphasizes AI features.
- Pixel sales momentum raises questions about whether the Pixel 10 cycle can further enlarge Google’s premium share in H2 2025.
Background
The premium smartphone category—commonly defined by devices priced above $600—has been dominated by Apple for several years, driven by strong iPhone demand across multiple regions. In recent cycles, Samsung has consistently vied for the runner‑up slot with its Galaxy S and Z-series flagships, while Chinese brands have gradually increased their share as they push higher‑end models abroad. Google’s Pixel line historically occupied a niche position in the premium tier; past launches produced critical praise but limited global market impact compared with incumbents.
Over the last three years, several dynamics have reshaped the premium market: vendors shifted product roadmaps toward AI and camera differentiation, channel expansion accelerated in emerging markets, and component constraints eased, allowing broader supply. Counterpoint Research compiles shipments and channel data to estimate market share and year‑over‑year changes for those devices selling above the $600 threshold. Those methodology choices matter for rank comparisons, since some manufacturers concentrate sales around price points that straddle the premium cutoff.
Main Event
In H1 2025, Pixel shipments in the premium bracket rose sharply, a move Counterpoint quantifies as a 105% year‑over‑year gain that pushed Google back into the top five global sellers above $600. The Pixel 9 series—launched with upgraded cameras and AI features—was singled out as the principal product driver, while Google also broadened retail presence in select markets during the first half. That combination of product and distribution improvements appears to have translated into notable sales momentum.
Apple retained a commanding lead, holding 62% of the premium market in H1 2025; its year‑over‑year growth was modest, near 3%, reflecting a large base rather than a high growth rate. Samsung’s Galaxy S25 family helped the company secure second place with a 20% share of premium shipments, according to the same Counterpoint estimates. HUAWEI and Xiaomi followed, with the former reporting a 24% YoY rise in premium share—largely Europe‑ and China‑centric—and the latter posting a 55% increase.
Google’s gains were concentrated in specific regions and channels where the company increased marketing and retail footprint. Counterpoint’s data indicate that the Pixel 9’s positioning as an “AI‑first” handset resonated with some buyers, particularly those upgrading within Android ecosystems. Retail inventory and promotional activity in H1 2025 also appear to have supported the volumetric uplift for Pixel devices.
Analysis & Implications
Google’s entry into the premium top five marks a strategic inflection point: the company is transitioning from niche, software‑led value propositions toward a more conventional hardware growth play in higher price tiers. A sustained presence among the top premium vendors would require Google to convert initial interest into repeat buyers across multiple cycles, not just a single successful launch. That means supply consistency, broader service bundling, and effective trade‑in/upgrade paths.
For Apple, the results underscore the advantage of an entrenched premium ecosystem. Even with only about a 3% gain year‑over‑year, Apple’s 62% share gives it a dominant base that is difficult for others to erode quickly. Samsung’s second‑place position reflects successful flagship updates, but its distance from Apple highlights the unusually concentrated nature of the premium market compared with the overall smartphone market.
Chinese brands’ premium growth—HUAWEI’s 24% YoY share rise and Xiaomi’s 55% volume jump—illustrates how regional strength and targeted product investments can lift premium metrics. For Google, the key strategic questions are whether AI differentiation is durable and whether geographic expansion can be scaled profitably. If Google can maintain momentum into the Pixel 10 cycle, it may force incumbents to accelerate feature and pricing responses in select markets.
Comparison & Data
| Brand | H1 2025 Rank | Premium Market Share (H1 2025) | YoY Change |
|---|---|---|---|
| Apple | 1 | 62% | +~3% |
| Samsung | 2 | 20% | — |
| HUAWEI | 3 | — | +24% YoY |
| Xiaomi | 4 | — | +55% YoY |
| Google (Pixel) | Top 5 | — | +105% YoY |
The table summarizes the published figures from Counterpoint Research as reported by Android Authority. Where Counterpoint provided explicit market‑share percentages (Apple and Samsung), those are shown; for brands where only growth rates or ranks were reported, the share column is left blank. This presentation highlights how a large incumbent share (Apple) coexists with multi‑brand growth dynamics among challengers.
Reactions & Quotes
Counterpoint framed the movement as a meaningful shift in premium segment dynamics, crediting the Pixel 9 series and market expansion. The research house noted that Google’s product and channel moves produced outsized percentage gains compared with a small base.
“Pixel momentum in H1 2025 was driven by the Pixel 9 series and Google’s expansion into new markets,”
Counterpoint Research (market research)
Industry commentators emphasized the role of AI messaging in differentiating Pixel devices, while cautioning that sustaining growth will require supply and service continuity. Analysts also pointed out that single‑cycle gains do not guarantee long‑term share shifts without repeatable purchase behavior.
“AI‑first positioning helped Pixels stand out, but long‑term share gains depend on repeat buyers and distribution scale,”
Industry analyst (independent commentary)
Premium smartphone category and methodology
“Premium” in this context denotes smartphones priced above $600 retail, a common threshold used by market research firms to separate flagship devices from midrange models. Counterpoint Research compiles shipment figures, channel checks, and regional sales data to estimate vendor market share and year‑over‑year changes; variations in methodology (e.g., whether contract or channel sales are included) can affect cross‑firm comparisons. YoY growth percentages compare the same half‑year period across consecutive years, which can amplify percentage changes for brands starting from a small base.
Unconfirmed
- Exact H1 2025 market share for Google Pixel was not published by Counterpoint in the sources cited; reported figures focus on YoY growth and rank.
- The degree to which AI‑first marketing alone drove Pixel sales gains has not been independently verified; multiple factors (pricing, promotions, retail expansion) likely contributed.
- Claims that Pixel shipments “doubled last year” require clarification of the referenced period and whether that refers to global shipments or specific regional channels.
Bottom Line
Google’s re‑entry into the global top five for premium smartphones is a noteworthy development that signals successful execution around the Pixel 9 launch, stronger distribution, and differentiated messaging. However, the premium segment remains highly concentrated: Apple’s 62% share in H1 2025 keeps it far ahead, meaning challengers must sustain multi‑cycle gains to materially alter the competitive landscape.
For Google the immediate priority will be converting this momentum into repeat purchases and broader geographic penetration during the Pixel 10 cycle. Observers should watch H2 2025 shipment reports and vendor commentary for signs that the Pixel gains represent a durable shift rather than a strong but isolated product cycle.