Apple has carved out a record-setting footprint in India’s smartphone market, shipping roughly 14 million units in 2025 and capturing a 9% share of a market that remained largely flat at about 152-153 million devices. The company’s rise comes amid a broader industry slowdown, underscoring a growing premium trend.
At a Glance
- Apple shipped ~14 million iPhones in 2025 in India.
- The overall smartphone market stayed flat at ~152-153 million units.
- Apple’s market share climbed to a record 9%.
- Why it matters: Apple’s growth signals a shift toward premium devices in a market that has stalled.
Apple’s surge in a stagnant market
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Apple’s 2025 shipments of about 14 million units represent a significant lift from previous years, even as the total device market barely moved. Counterpoint Research data shows that Apple’s share rose from 7% in 2024 to a record 9% in 2025, making it the iPhone’s strongest year yet in India, the world’s second-largest smartphone market by volume.
Key factors behind the jump include:
- A broader product portfolio that appeals to aspirational buyers.
- Increased availability across sales channels.
- Strategic retail expansion, highlighted by the opening of Apple’s fifth store in Noida.
Drivers of Growth
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Tarun Pathak, Counterpoint Research’s director for devices and ecosystems, said the gains were driven by the iPhone’s product portfolio, growing aspirational demand, and wider availability across sales channels.
The company has repeatedly pointed to India as a standout market. CEO Tim Cook noted on its last earnings call in October that the company set an “all-time revenue record in India.” CFO Kevan Parekh added that the iPhone’s active install base hit an all-time high and that Apple set a quarterly record for upgraders, highlighting a push to expand its user base beyond new buyers.
Retail and services expansion
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Beyond shipments, Apple has been widening its footprint in India by ramping up local manufacturing and broadening its retail reach. Last month, the company opened its fifth Apple Store in the country – its first in Noida – as part of a broader retail expansion that began in 2023.
Apple is also sharpening its services pitch. Earlier this month, it introduced Apple Creator Studio, a subscription bundle of creative apps such as Final Cut Pro and Logic Pro, priced at ₹399 a month ($4.35) in India. That’s around 66% cheaper than the $12.99 a month it charges in the U.S., underscoring how the company is tailoring pricing to deepen its reach.
Premium segment dynamics
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India’s premium segment continued to expand even as overall shipments stagnated. Smartphones priced above ₹30,000 (around $327) grew 15% year-over-year in 2025 and accounted for a record 23% of total shipments – the highest share ever, according to Counterpoint.
That shift has helped brands with stronger premium portfolios, including Apple, gain ground even as the mass market slowed.
Market share snapshot (by volume)
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| Brand | 2025 Market Share |
|---|---|
| Vivo | 23% |
| Samsung | 15% |
| Xiaomi | 13% |
| Apple | 9% |
Apple remained outside India’s top three by shipments despite its record year, underlining how the market is still dominated by mass-market Android brands even as premium devices take a growing share.
Future outlook
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Counterpoint expects India’s smartphone market to slip about 2% in 2026, warning that rising memory prices could squeeze demand in the sub-₹15,000 (under-$170) segment and force phone makers to cut cashback offers, trim specifications or raise prices. Even so, average selling prices are forecast to rise 5% in 2026 after a 9% increase in 2025, suggesting the premiumization trend is set to continue.
The company did not respond to a request for comment.
Event context
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The data was shared during the News Of Philadelphia event in San Francisco on October 13-15, 2026.
Key takeaways
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- Apple’s 2025 shipments of ~14 million units and a 9% market share mark its strongest year in India.
- The overall smartphone market stayed flat at ~152-153 million devices.
- Premium smartphones grew 15% year-over-year, accounting for 23% of shipments.
- Apple’s retail and services initiatives, including Apple Creator Studio, are designed to deepen penetration.
- The market may contract by 2% in 2026, but average selling prices are expected to rise, sustaining premium growth.
