Business · Companies · 3 hrs ago
Samsung and Apple target buyers with more expensive smartphones
Samsung plans to add a Pro model to its Galaxy S27 lineup next year, giving buyers another option between its current models.
Apple has launched its first foldable iPhone, the iPhone Duo, with a base model priced above 3 million won.
Apple released its Pro models first and has delayed the standard iPhone until the first half of next year.
The companies are seeking higher prices as the global smartphone market matures and it becomes harder to grow sales by shipping more devices.
In the second quarter, global shipments fell year on year, but market revenue rose 7% as the average selling price increased 17% to $400.
Higher prices may help manufacturers earn more, but can increase the burden on consumers, especially when rising costs are difficult to pass on to buyers of cheaper phones.
The strategy depends on whether customers see enough value to pay more for new features, models and designs.
Samsung and Apple are pursuing higher-priced smartphones as growth in the global market slows and selling more units becomes harder.
Samsung plans to add a Pro model to its Galaxy S27 lineup next year.
Apple is targeting the high end with its foldable iPhone Duo, whose base model costs more than 3 million won.
The strategy is aimed at raising average selling prices, but consumers may resist paying more unless the products offer distinctive value.
Global smartphone revenue rose 7% in the second quarter even as shipments fell, with average selling prices up 17% to $400.
- Who
- Samsung and Apple.
- What
- They are targeting the premium smartphone market with new models and higher-priced product strategies.
- When
- The report was published on Oct. 17, 2026. Samsung plans to add a Galaxy S27 Pro next year.
- Where
- The global smartphone market.
- Why
- Market growth has slowed, making it harder to increase revenue by selling more phones. Higher average selling prices offer another way to pursue revenue and profitability.
This story does not have two clearly opposing sides.
Samsung Galaxy S26, S26 Plus and S26 Ultra models were displayed at a Galaxy Unpacked event in Seoul.
Apple unveiled its foldable iPhone Duo at an event in California.
Yonhap reported on Samsung’s and Apple’s plans to target buyers with higher-priced smartphones.
Samsung plans to add a Pro model to the Galaxy S27 series.
- Samsung lineup
- Galaxy S27 is expected to add a Pro model next year.
- Apple foldable
- The iPhone Duo’s base model costs more than 3 million won.
- Second-quarter market revenue
- Up 7% year on year.
- Second-quarter shipments
- Down year on year.
- Average selling price
- Up 17% to $400 in the second quarter.
What people are saying
Focusing on high-priced products is a choice to overcome the limits of market growth.
It is also important to persuade consumers with distinctive features and experiences, but there is a risk of crossing consumers’ psychological price limit.