Elisa’s device sales statistics for the first half of 2026 show that although the number of smartphones sold decreased by more than nine percent compared with the same period last year, device sales turnover grew by more than three percent. The reason for this is the growing customer interest in more expensive smartphones: over the year, the average price of purchased smartphones increased by more than 14 percent.
“The first half of this year clearly shows that people are not necessarily buying more phones, but are preferring more expensive models. Smartphones are being replaced less often, and purchase decisions are made more thoughtfully. When buying a new device, people are increasingly choosing a model that will still meet their needs several years from now. That is why both the average purchase price and the share of premium-class devices have increased,” said Edgar Pahomov, product manager in Elisa’s equipment department.
According to him, this year’s sales results were also influenced by the strong sales performance of Apple’s new iPhone 17 series, as well as by the fact that several older and more affordable iPhone models have disappeared from sale.
“However, the arrival of new models only partly explains this change. The sales results point to a broader trend: customers prefer increasingly functional devices and are willing to pay more for them if the phone offers a longer service life and will continue to meet their needs in the future,” added Pahomov.
According to Pahomov, manufacturers are also increasingly adapting their business models to this logic, and the focus is shifting from selling hardware to software-related business and ecosystems that connect devices.
“A good example is that some Android device manufacturers now provide software support for new devices for more than seven years. Apple also supports its phones for a very long time, typically offering major iOS updates for five to seven years, and often providing critical security patches even longer,” he said.
Premium phones rose to the top of the sales rankings
Among private customers, the most popular models in the first six months of the year were the Apple iPhone 17 Pro, Apple iPhone 17 Pro Max, and Apple iPhone 17. This indicates a clear change compared with previous years, when the top positions in the sales rankings were mostly dominated by mid-range Android devices. Among Android phones, the Samsung Galaxy A17 5G, Samsung Galaxy A26 5G, and Xiaomi Redmi Note 15 Pro 5G remained among the most popular devices.
A similar trend could also be seen among business customers: the top of the sales rankings was again occupied by Apple’s iPhone 17 series models, followed by Samsung Galaxy A series devices.
According to Pahomov, flexible payment options also support the purchase of more expensive devices. “Installment payments are being used more and more often, allowing people to choose the exact device they truly want to buy. When purchasing devices from Elisa, installment payment is available for up to 36 months with no down payment, monthly contract fee, or interest.”
Children’s smartwatches are gaining popularity
At the top of the smartwatch sales rankings are Xplora children’s watches from Elisa’s selection, alongside which Huawei and Apple smartwatches are also popular. The results reflect an increasingly visible trend: as a child’s first smart device, smartwatches are increasingly preferred because they allow parents to stay in touch with the child and track their location, while the child does not yet need a smartphone.
“We see that parents are looking for solutions that help combine a sense of security with the child’s independence. Smartwatches allow calls, messaging, and, when needed, location tracking, but they do not offer all the functions of a smartphone and do not include distracting apps. That is why for many families this has become a natural intermediate step before buying the first phone,” said Pahomov.
In addition to children’s watches, there is still strong interest in smartwatches with health and activity monitoring features. Among the most popular models remain devices from Huawei, Apple, and Samsung. This shows that smartwatches are increasingly seen as an everyday companion — both for training and monitoring health indicators, and as a convenient communication tool.
Top 10 among private customers
Name
Average price including VAT
Apple iPhone 17 Pro
1605
Apple iPhone 17 Pro Max
1955
Apple iPhone 17
1117
Samsung Galaxy A17 5G
177
Xiaomi Redmi Note 15 Pro 5G
334
Samsung Galaxy A26 5G
199
Apple iPhone 15
660
Samsung Galaxy A16 4G
124
Samsung Galaxy A56 5G
366
Apple iPhone 16e
723
Top 10 among business customers
Name
Average price including VAT
Apple iPhone 17 Pro
1609
Apple iPhone 17 Pro Max
1937
Apple iPhone 17
1115
Apple iPhone 16e
715
Samsung Galaxy A17 5G
173
Samsung Galaxy A26 5G
197
Samsung Galaxy A56 5G
365
Samsung Galaxy A16 4G
121
Apple iPhone 15
660
Samsung Galaxy S26 Ultra
1564
Top 10 smartwatches
Name
Average price including VAT
Elisa Children’s Watch Xplora XGO3 2nd Gen
152
Huawei Watch GT6 41mm
260
Elisa Children’s Watch Xplora X6 Play 2nd Gen
203
Huawei Watch GT6 Pro 46mm
381
Apple Watch Ultra 3 GPS + Cellular 49mm
975
Apple Watch Series 11 GPS 42mm Aluminium
456
Apple Watch SE 3 GPS 40mm
280
Apple Watch SE 3 GPS + Cellular 40mm
328
Elisa Children’s Watch Xplora X6 Play
174
Apple Watch Series 11 GPS + Cellular 42mm Aluminium
569