New Delhi: Apple has made its strongest mark yet in India’s smartphone market. For the first time, the iPhone maker has entered the top five smartphone brands by volume in the country, according to data from Counterpoint Research’s Monthly India Smartphone Tracker. The report, cited by Moneycontrol, shows that Apple captured a 9% market share in the July–September quarter (Q3 2025), rising from 7% in the same period last year.
The milestone places India among Apple’s most important markets, now ranking as its third-largest iPhone market globally. More importantly, Apple led the Indian market in value, with a 28% share, underlining how strong its premium segment dominance has become.
iPhone demand lifts Apple into India’s top five
India’s smartphone market hit its highest-ever quarterly value in Q3 2025, driven mainly by an increasing appetite for premium devices. Apple’s strong performance was powered by sales of the iPhone 16 and iPhone 15 series, while the newly launched iPhone 17 series saw record-breaking demand, outpacing the previous year’s launch performance.
The iPhone 16 held its position as the highest-shipped smartphone in India for the second quarter in a row, gaining popularity not just in metro cities but also in Tier 2 and Tier 3 regions. This broader reach has helped Apple lift its average selling price (ASP) further, thanks to rising sales of higher-end Pro models.
The data also reflects India’s shift toward premiumization, where consumers are spending more on mid to high-end smartphones. This shift is being supported by easier financing, trade-in programs, and aggressive festive season offers.
India’s smartphone market grows in both value and volume
According to Counterpoint, India’s smartphone shipments grew 5% year-on-year in volume and 18% in value, marking a period of steady, value-led growth. The report attributes this jump to a mix of online and offline campaigns, strong festive sell-ins, and easy EMI options that encouraged customers to upgrade.
The premium segment led the charge, recording 29% year-on-year growth in shipments, which pushed the overall market’s value higher and increased the average selling price by 13%.
Analysts at Counterpoint said that easing retail inflation, steady fiscal measures, and rising consumer confidence contributed to the strong quarter. They noted that softer interest rates and easier credit availability encouraged upgrade-driven demand, while discounts on older models attracted price-conscious customers.
Competition remains tight at the top
While Apple climbed into the top five for the first time, vivo (excluding iQOO) maintained its lead with a 20% market share, supported by strong offline sales and its mid-tier T series. Samsung followed with a 13% share, driven by its Galaxy S and AI-led A series, as well as record-breaking sales of the Galaxy Z Fold lineup, which continues to dominate the foldable segment.
OPPO, excluding OnePlus, strengthened its position through wider retail reach and better profit margins for dealers. Analysts pointed out that even with fewer launches compared to last year, smartphone makers managed to balance product cycles and channel strategies to clear old inventory ahead of the festive season.
India’s growing importance for Apple
Apple’s rise into India’s top five is a clear indicator of how crucial the country has become for its global strategy. With a growing manufacturing base and an expanding retail presence, Apple’s foothold in India is stronger than ever.
The company’s ability to tap into India’s rising middle class and its shift toward premium phones is reshaping how global tech brands view the market. As more Indian consumers lean toward higher-end devices, Apple appears well-positioned to lead the next phase of growth in the country’s smartphone ecosystem.