The premium smartphone market has shown resilience despite declining overall smartphone shipments. Apple's upcoming flagship, the iPhone 15, set to launch in September, could provide a strong year-end performance for the company. Counterpoint Research anticipates increased Apple shipments, attributing this to demand in markets like China, where a trend of "premiumization" sees consumers willing to pay more for phones. With a sizable iPhone 12 user base up for grabs, aggressive promotions by carriers during the launch window could benefit Apple. This surge in demand, coupled with the company's push into new markets such as India, positions Apple closely to claim the top spot in global annual smartphone shipments potentially. It remains a close competition with Samsung, with Apple's growth in non-core markets and the reception of the iPhone 15 being deciding factors.