India’s smartphone market saw a notable shift in 2025 with Apple’s iPhone gaining significant ground. According to market data shared exclusively with JS, Apple shipped about 14 million units in the country, marking a record year for the tech giant. Despite the overall smartphone market remaining flat at around 152-153 million devices, Apple’s market share of shipments rose to 9%, up from 7% in the previous year.
The success of the iPhone in India can be attributed to its product portfolio, growing aspirational demand, and wider availability across sales channels. Tarun Pathak, Counterpoint Research’s director for devices and ecosystems, highlighted these factors as key drivers of Apple’s performance in the market.
Apple has been actively focusing on expanding its presence in India through initiatives like ramping up local manufacturing and increasing its retail reach. The recent opening of its fifth Apple Store in Noida is part of the company’s broader retail expansion strategy that began in 2023.
In addition to hardware, Apple is also making strides in the services sector in India. The introduction of Apple Creator Studio, a subscription bundle of creative apps priced at ₹399 a month, demonstrates the company’s efforts to tailor pricing and offerings to cater to the Indian market.
While India’s overall smartphone market has stagnated, the premium segment has continued to expand. Smartphones priced above ₹30,000 accounted for a record 23% of total shipments in 2025, with brands like Apple benefitting from the shift towards premium devices.
Despite its strong performance, Apple remains outside the top three smartphone brands in India by shipments. Vivo, Samsung, and Xiaomi lead the market by volume, reflecting the dominance of mass-market Android brands in the country.
Looking ahead, Counterpoint projects a slight decline in India’s smartphone market in 2026, citing factors like rising memory prices that could impact demand in the lower price segments. However, the trend towards premiumization is expected to continue, with average selling prices forecasted to rise in the coming year.
Apple’s success in India underscores its strategic focus on the market, but challenges remain as the smartphone landscape evolves. As the tech giant navigates the shifting dynamics of the Indian market, its performance and strategies will be closely watched in the years to come.
