The global smartphone market’s average selling price (ASP) continues to grow year after year, driven by premiumization. And Apple remains top dog.
From US$357 in 2024, the market’s ASP is projected to reach $370 by 2025 and $412 by 2029, a CAGR of 3%, according to Counterpoint Research’s Market Outlook Tracker. Apart from increasing premiumization, this steady growth is also supported by 5G adoption and consumer preference for advanced features, even in mid-range devices, according to the research group.
Counterpoint says Apple remains the anchor of premium ASPs, projected to rise from $919 in 2025 to nearly $1,000 by 2029, driven by its mix of Pro and base models, including the latest “e” and “Air” lineup. The iPhone 16e led to a 9% year-over-year ASP contraction in the first quarter of 2025, but the ASP is expected to improve with Pro model adoption in the second half of 2025.
Counterpoint points out that Apple is intentionally pursuing a dual strategy – on the shipment side, it is broadening its base, with the iPhone e and iPhone Air tapping into emerging markets and consumer segment, while on the ASP side, Apple is reinforcing its high-end dominance with Pro models while preparing for an uplift from its first foldable in 2026.
In the longer term (2026-2029), the US, China and Europe will continue to hold the highest share for Apple, while price-sensitive markets LATAM, MEA and India will witness higher year-over-year shipment growth driven by the iPhone’s base models and older-generation models, Counterpoint predicts.
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