India smartphone market sees Apple reach 28% value share, led by iPhone 16 series and rising demand for premium devices.
Tech giant Apple has achieved its highest-ever value share of 28% in the Indian smartphone market, driven by a growing trend of “premiumisation,” where consumers increasingly choose high-end devices, according to Counterpoint Research.
The report highlighted a major shift in the world’s second-largest smartphone market, noting that while volume growth remains steady, the total market value is rising faster as Indian buyers move to more expensive models.
Counterpoint’s latest data shows Apple held a 23% value share in India in 2024. The success of the iPhone 16 series, combined with aggressive financing plans and trade-in offers, has pushed Apple to its highest value share ever in the country.
“Apple led the market in 2025 in value terms with a 28% share, supported by festival promotions and wider channel expansion. The iPhone 16 was the top-shipped model in India in 2025, marking the highest-ever annual shipment share for an iPhone in the country,” the report noted.
India’s smartphone market grew 1% year-on-year (YoY) in volume and 8% YoY in value in 2025.
In mainline retail, financing made up 40% of total smartphone volume sales in 2025. In the premium segment, priced above Rs 30,000, nearly two-thirds of purchases were financed, showing the growing role of EMI options in helping consumers upgrade to higher-end devices.
The report defines premiumisation as the increasing consumer preference for high-end smartphones, with this segment growing faster than the entry-level and budget segments, which were previously the main drivers of the Indian market.
“The premium segment (above Rs 30,000) was the fastest-growing in 2025 in volume terms, expanding 11% YoY and making up 22% of total shipments, the highest share ever recorded. This drove the market’s highest-ever annual value growth of 8% YoY,” said Counterpoint Research Director Tarun Pathak.
Pathak added that early 2026 is expected to see a more polarized market, with premiumisation continuing to support value growth while entry-level volumes face pressure.
While Apple leads in value, South Korean giant Samsung maintained a strong presence, leading the foldable smartphone segment in 2025 with an 88% volume share and 28% YoY growth.
Samsung’s strong performance was also supported by its diverse mass-market portfolio through the A, M, and F series, along with steady premium demand driven by the S series.
Motorola grew fastest by volume in 2025 with 54% YoY growth, while CMF was the fastest-growing sub-brand with 83% YoY growth.
India’s smartphone market is expected to see a single-digit volume decline in 2026 due to rising memory and component costs, which will particularly affect the sub-Rs 15,000 segment.
At the same time, higher prices and a stronger focus on premium devices by leading brands are expected to raise average selling prices by 5-7% YoY.
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