• Advanced technology and consumer preferences are driving the growth of Canada's premium smartphone market.

• Apple leads Canada’s smartphone market and commands the largest share in the premium segment.

• Samsung offers a wide variety of smartphones, from high-end to budget-friendly options. Samsung dominated the mid-tier segment in 2024, while its Galaxy S series has been strengthening the brand’s position in the high-end market.

• Google's share of Canada's premium smartphone market is also growing steadily.

Canada, already a premium smartphone market, is mirroring a global trend where an increasing number of consumers are shifting to high-end devices, attracted by advanced features like AI, superior processors, cameras and displays, durability and longer software support. The trend has also prompted manufacturers to release more premium models in pursuit of higher profits. On top of that, Canada’s carrier-driven market encourages premium device sales through strong promotions. Major Canadian carriers (Bell, Rogers and TELUS) promote premium plans, sweetening the deal with discounts on top-tier smartphones.

Canada’s premium smartphone market is also seeing traction in innovative form factors such as foldable phones, which offer enhanced user experience and productivity. In 2024, Google debuted its foldable device, Pixel 9 Pro Fold in Canada, thus competing with Samsung’s Galaxy Fold and Flip series.

According to Counterpoint’s Canada Channel Share Tracker, over 75% of Canada’s smartphone sales in 2024 came from devices with an MSRP (Manufacturer’s Suggested Retail Price) of over $ (USD) 700. Apple (iPhone 16 series) and Samsung (Galaxy S series) hold a dominant share of Canada’s premium smartphone market. In recent years, Google has made significant inroads in this segment. The high demand for the Pixel 9 series drove a significant rise in Google's premium smartphone market share during 2024.

However, mid-range devices still enjoy importance in the Canadian market, as they broaden reach and accessibility for OEMs. As a result, brands are also focusing on releasing mid-range devices. The iPhone 16e, Apple’s latest release, starts at $599, while Google’s Pixel 9a starts at $499. Samsung also launched the Galaxy A16 for $199.99 in January 2025 and the A36 for $399.99 in March 2025.

We expect the premiumization trend in Canada's smartphone market to continue throughout 2025.