Emir BardakçıThe premium smartphone segment is expanding rapidly in 2025, and Xiaomi is right at the forefront. CounterPoint Research’s latest report shows that while the market for $600+ devices grew 8% overall, Xiaomi’s premium sales rocketed by an impressive 55%. That’s a dramatic outperformance, signaling Xiaomi’s premium playbook is working—driven by strong flagships like the Xiaomi 15 Series, a broadened ecosystem including electric vehicles, and the integrated HyperOS platform. For consumers, this seamless cross-device experience is resonating globally and establishing Xiaomi as a major contender in the high-end space.
Major Shifts in 2025’s Premium Market
The landscape is changing. Not only are established leaders still growing, but brands like Xiaomi and Google are forcing a rethink of what drives consumer loyalty. There’s a clear trend: integrated ecosystems and innovative features are now at the center of the premium experience.
Apple’s Position Remains Strong, but Competition Heats Up
Apple continues to dominate the high-end market, maintaining a 62% share and posting a 3% increase in sales. Yet, the brand faces growing challenges, especially in China, as nimble competitors like Xiaomi gain traction by offering compelling value and unique design.
Xiaomi’s Ecosystem Drives Its Premium Growth
Xiaomi’s 55% surge stands out. Their “premiumization” strategy isn’t limited to smartphones—it touches electric vehicles and IoT as well, creating a powerful halo effect. HyperConnect technology delivers seamless connectivity that is fueling customer loyalty and driving smartphone demand. Xiaomi users can also leverage the MemeOS Enhancer app (available on Google Play) to update system apps and unlock advanced features, further strengthening the brand’s ecosystem appeal.
Huawei and Samsung Make Steady Progress
Huawei continued its recovery with a 24% increase in high-end sales, thanks to a loyal user base and innovative product releases. Samsung also posted a solid 7% rise, led by the successful S25 series.
Google’s Pixel Records Remarkable Comeback
For the first time in years, Google re-entered the top five premium brands, with Pixel sales up 105% year-on-year. The Pixel 9’s AI-driven features and streamlined software experience have clearly struck a chord with consumers, signaling renewed confidence in Google’s hardware strategy.
Source: IT Home
