According to market research company Counterpoint Research, an important trend in 2025 is the growth of the high-end phone segment with good prices (prices from 700-999 USD). Globally, this is the fastest growing segment in 2025, with sales increasing by 25% compared to 2024. This growth is driven by three regions - the Middle East and Africa, Latin America and Europe - where this segment grew by 54%, 34% and 33% respectively in 2025.
Southeast Asia also recorded strong growth, with a growth rate of 14% compared to the previous year. In particular, Western Europe is a key market for this segment, where affordable high-end smartphones became the most popular in 2025, accounting for nearly 30% of the market.
One of the main reasons for the development of this segment is that devices achieve a subtle balance between value and performance. This is becoming attractive to many consumers around the world, especially in the current difficult economic context, those who want high-end features but do not want or are not able to afford a top-notch device.
From that reality, Counterpoint Research predicts that high-end phones with good prices will be the best choice for users in 2026. For original device manufacturers (OEMs), they must bring smartphones worth the money spent and bring consumers the best features.
As of now, two major smartphones have been launched in the affordable flagship segment this year: Samsung Galaxy S26 and Xiaomi 17. Among them, Xiaomi 17 maintains the same launch price as Xiaomi 15 but is improved in processor, battery and screen, although these upgrades are insignificant. Samsung Galaxy S26 has a larger capacity battery, increased internal memory and more efficient processor than Galaxy S25, but the price increases by 10%.
In general, these devices may still be affected by the opinion that they are only minor upgrades compared to their predecessor and especially the Samsung Galaxy S26 may not sell as well as the Galaxy S25 due to price increases.
This opens up opportunities for products to be launched in the future in the affordable Flagship segment, for example from other original device manufacturers (OEMs) such as Google, Motorola, Oppo and especially Honor.
Honor has witnessed significant sales growth of the affordable flagship product line outside of China in recent years, with a remarkable acceleration in 2025 driven by the 400 series, which has shown significant upgrades in cameras, batteries and AI features compared to the 200 series.
This growth is driven by Southeast Asia, the Middle East & Africa, Latin America and Europe, where when comparing the first three quarters of launch, sales of the Honor 400 series increased by 333%, 319%, 215% and 107% respectively compared to the 200 series.
HONOR's strategy is particularly successful in Malaysia, where the company has quickly expanded its smartphone market share and affirmed its position as the top choice of consumers. Throughout 2025, Honor's sales increased significantly in this country, making the company the number one original device manufacturer (OEM) in terms of total smartphone sales.
