Samsung Electronics has seen its market share in the premium smartphone segment priced between USD 700 and 999 (approximately KRW 1 million to 1.43 million) increase by over 10 percentage points, driven by strong sales of the Galaxy S25 series.

According to market research firm Counterpoint on the 22nd, Samsung Electronics' market share in the premium smartphone market for July to August this year stood at 29%. This is a 12 percentage point increase compared to the same period last year (17%). Apple's market share fell from 68% to 55% during the same period. Analysts suggest that Samsung Electronics has absorbed some Apple customers through the Galaxy S25 series, which features AI capabilities and innovative design.

The Galaxy S25 series gained popularity by introducing various AI features, including the first AI-based personalized information service, 'Now Brief'. After its release in February this year, it surpassed 1 million units sold in just 21 days, setting a record for the fastest sales in Samsung's flagship history, and sold 3 million units within six months. The series continues to perform well, with word-of-mouth spreading about Galaxy AI features frequently used by consumers, such as 'generative editing' that naturally removes objects or people from photos using on-device AI, 'slow motion', and 'audio eraser'. The series was also praised for its design, having reduced thickness and weight compared to previous models.

Meanwhile, in addition to Samsung Electronics, China's Xiaomi and Oppo have also strengthened their high-end product lineups, showing double-digit growth in the premium smartphone market.

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