This data was released by analysts from market research firm Counterpoint Research on September 22. According to them, the ASP of global smartphones (smartphones) is increasing thanks to the increasing trend of premiumization, support from the application of 5G, as well as consumers' preferences for advanced features, right in mid-range smartphones.
Apple continues to play a pivotal role, impacting global ASP. In 2025, the average selling price of the iPhone is estimated at 919 USD/unit, thanks to the combination of the Pro models and the base model, including the latest "e" and "Air" product lines. The launch and acceptance of the new iPhone 17 series has helped push up ASP prices at the end of the year.
Samsung's ASP will remain stable. The unimpressive sales performance of flagship lines in the first half of 2025 will reduce the company's overall average selling price in 2025, although foldable phones and the application of GenAI will support long-term growth.
On the other hand, Samsung's significant focus on the mid-range segment in emerging markets will limit the potential for average selling price growth.
Other Android brands, such as Xiaomi, Oppo and Vivo, are also pursuing a premium strategy. However, with the modest growth in the Indian and Chinese markets, the ASP growth of these companies in 2025 is not too large.
With Huawei consolidating its position and average selling price growth in the Chinese domestic market. Thanks to easing supply chain restrictions on self-developed chips, Huawei's Mate and P lines are helping to increase the company's ASP. Huawei's ASP is also supported by the company's preference for foldable smartphones in China. In general, Huawei's high-end smartphones have a solid foothold in China, but their international expansion is still limited.
In the 2024-2025 period, the appearance of GenAI smartphones has led to an increase in the cost of BoM of about 40-60 USD per device, causing smartphones to increase. As AI features in smartphones grow, ASP growth will shift from cost inflation to feel value, as consumers become willing to spend more on AI devices.
Although foldable smartphones still account for less than 2% of total global sales, their average selling price (ASP) is pushing average selling prices higher and shaping consumer awareness of the high-end segment.
Apple's foldable phone expected to create a boost for ASP smartphones by the end of 2026, while resetting the general standard of the foldable phone industry.
