- Google’s Pixel sales double in the first half of 2025, bringing the company into fifth place in the global premium smartphone segment.
- The premium segment grows at 8% year-on-year in 1H 2025—twice the broader smartphone market’s growth—boosting competition among Apple, Google and top Android vendors.
What happened: Google’s Pixel climbs into top five premium smartphones amid rising global demand
Analyst firm Counterpoint reports that Google’s Pixel smartphones have moved into fifth place among global premium-smartphone vendors, reflecting a sharp rise in sales. In the first half of 2025, Google doubled its premium device shipments compared with the same period last year, even though its overall share remains below 5%. The segment itself is estimated to represent around 60% of total smartphone sales, with India standing out as the fastest-growing market, expanding by 37% year-on-year.
Although China remains to be the largest market to stay smartphones with premium specifications, Apple finds itself facing increasing competition from domestic rivals. Because Apple is still a sector leader, its growth has slowed, giving Android vendors the opportunity to grow. For analysts, the success of Google’s Pixel phones is likely attributed to the brand’s use of AI-powered features in addition to more powerful pricing and distribution tactics. The credibility of this data is further supported by Counterpoint’s research, which is frequently praised by organisations which include the GSMA for its accuracy for recognising internationally telecom trends.
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Why it is important
The development highlights how “premiumisation” is shaping the smartphone market, with consumers opting for higher-end devices at a faster rate than the overall industry. Premium sales grew 8% in the first half of 2025, compared with roughly 4% for the total market. For Google, entering the top five is significant because it shows that a company outside the long-established leaders can build momentum through software strengths and AI integration. The Pixel brand’s growth also aligns with wider industry moves towards on-device AI, a trend closely tracked by the OECD in its digital economy reports.
In India, access to easier financing is encouraging more consumers to buy premium devices, while in China local brands continue to tie devices into wider ecosystems. The rise of Google is likely to intensify competition, forcing incumbents like Apple to accelerate innovation. It also signals greater diversity within the premium segment, though the definition of “premium” remains contested. Still, data from telecoms.com suggests the trend is durable and may ultimately benefit consumers through broader choice and sharper pricing.
