The world of premium smartphones just got a major shake-up. On September 9, 2025, Apple unveiled the iPhone 17 Pro, a device that’s not just another incremental upgrade but a bold leap forward in design, technology, and user experience. This launch comes at a time when the premium smartphone market is booming like never before, with global sales for high-end devices climbing 8% year-on-year in the first half of 2025, according to Counterpoint Research’s July 2025 Handset Model Sales Tracker. That’s double the growth rate of the overall smartphone market, which saw a 4% increase in the same period. It’s clear: people are willing to spend more for a truly standout device, and Apple is betting big that the iPhone 17 Pro will be the one they choose.
What’s driving this surge in premium sales? Analysts at Counterpoint Research point to a global trend of “premiumization.” Consumers everywhere are using their smartphones more intensively and are eager to upgrade to devices that promise a better overall experience. The result? The premium segment now accounts for over 60% of global smartphone revenues, underscoring its strategic importance for all the major brands.
Apple remains the dominant player in this lucrative market, holding a 62% share of the premium segment and growing sales by 3% year-on-year in the first half of 2025. Yet, the competition is heating up. While Apple has gained ground in emerging markets, it’s lost some share in China to rivals Huawei and Xiaomi. Huawei, in particular, has made a strong comeback in its home country, thanks in part to the buzz around innovative devices like the Mate XT tri-folding phone. Xiaomi, meanwhile, has leveraged its success in electric vehicles and IoT to boost its premium smartphone business, creating a tightly integrated ecosystem that’s resonating with consumers.
But back to the main event: the iPhone 17 Pro. Apple’s latest flagship is a true departure from the past. Gone is the familiar camera island; in its place, a striking horizontal camera bar stretches across the entire width of the device’s rear. This new look draws inspiration from competitors like the Google Pixel and even hints at design cues anticipated in the upcoming Samsung S26. It’s a daring move, signaling Apple’s willingness to break with tradition and set new trends in smartphone aesthetics.
The camera system itself is a revelation. The iPhone 17 Pro features three 48-megapixel sensors on the back—an upgrade that finally leaves behind the 12-megapixel telephoto standard of previous generations. According to reporting by Melablog, this leap in hardware promises image quality “never before seen on an iPhone.” The front camera also gets a major boost, jumping to 18 megapixels and introducing Apple’s Center Stage technology, which uses intelligent, dynamic framing to keep users perfectly centered during selfies and video calls.
It’s not just about looking good, though. Apple’s engineers have focused on substance as well as style, packing the iPhone 17 Pro with the largest battery ever found in an iPhone. For many users, this could be the real game-changer: reliable, all-day battery life without the need to scramble for a charger. And they’ve managed this without making the device heavier, thanks to a return to aluminum for the chassis—a material choice that delivers both lightness and durability.
Software sees a radical evolution too. The iPhone 17 Pro debuts iOS 26, featuring the new Liquid Glass interface. Think transparent elements, playful reflections, and a level of fluidity that makes the user experience more immersive than ever. Apple insists this isn’t just a visual refresh but a “true visual revolution” that pushes its ecosystem toward a more refined, digitally native future.
Artificial intelligence is another area where Apple is determined to close the gap with its rivals. After facing criticism for being late to the AI party, Apple is now integrating smarter, more deeply embedded AI features into the iPhone 17 Pro. The device is expected to offer tools that simplify life and anticipate users’ needs—an effort to match, if not surpass, the AI-driven experiences already found on top competitors’ devices.
Apple’s shift in design and technology isn’t happening in isolation. The premium smartphone market is seeing fierce competition from all sides. Google, for instance, has muscled its way into the top five premium smartphone brands for the first time in five years, doubling sales year-on-year thanks to the strong performance of the Pixel 9 series and aggressive marketing. Google’s strategy? Positioning Pixel phones as “AI-first” devices with a clean software experience, rather than relying solely on hardware specs. It’s a bet that seems to be paying off, as consumer confidence in the Pixel lineup continues to rise.
Samsung, too, is enjoying a resurgence in the premium space. The S25 series has outperformed its predecessor, and all eyes are on the upcoming Z Fold7, which is expected to deliver even better results thanks to significant hardware improvements. Foldable devices, while still a niche, are becoming a crucial differentiator for brands seeking to expand their luxury offerings. Counterpoint Research predicts that Apple’s rumored entry into the foldable market in 2026 could further turbocharge this segment.
Geographically, the top 10 premium smartphone markets now account for nearly 80% of segment sales. India stands out as the fastest-growing market, with a staggering 37% year-on-year increase driven by Apple’s strong performance and the availability of easy financing. However, China remains the heavyweight in terms of absolute volume, and it’s where the fiercest battles for market share are being fought.
One of the most significant trends shaping the future of premium smartphones is the integration of generative AI (GenAI). Devices that support GenAI accounted for over 80% of premium smartphone sales in the first half of 2025, with the premium segment leading the charge in adopting these cutting-edge features. As hardware differences between devices become less pronounced, Counterpoint Research believes that consumers’ choices will increasingly hinge on the strength of a brand’s AI ecosystem.
For those eager to get their hands on Apple’s latest innovation, preorders for the iPhone 17 Pro open on September 12 at 14:00, with prices starting at €1339. Whether the market will embrace this new vision remains to be seen, but one thing’s for sure: the race for supremacy in the premium smartphone world is more intense—and more exciting—than ever.
With bold designs, smarter AI, and a relentless focus on user experience, the next chapter in the battle between Apple, Google, Samsung, and others is just beginning. The stakes have never been higher.
