Apple’s Best Year in India Comes During a Smartphone Slowdown
Apple had its strongest year ever in India in 2025. The company shipped around 14 million iPhones, pushing its market share to a record 9% even as the country’s smartphone market stayed largely flat. The contrast matters because it shows how Apple is growing in a market that is no longer expanding.
India shipped about 152–153 million smartphones in 2025. That number has barely changed for four years. Yet Apple moved ahead. Counterpoint Research says this is the iPhone’s best year in the world’s second-largest smartphone market by volume.
Why is Apple growing when the market is not?
The gains came from a wider iPhone portfolio, stronger aspirational demand, and better availability across online and offline channels. According to Counterpoint’s Tarun Pathak, Apple benefited from how Indian buyers now view the iPhone as both a status symbol and a long-term device.
Apple’s leadership has echoed this shift. CEO Tim Cook recently said the company set an “all-time revenue record in India.” The iPhone’s active install base also reached a new high, driven by both first-time users and upgraders.
Expands beyond devices
Apple is building deeper roots in India. It continues to scale local manufacturing. It has also expanded retail. The company opened its fifth Apple Store in Noida, its first in the city.
Services now play a role too. Apple recently launched Creator Studio in India at ₹399 per month. The same bundle costs $12.99 in the U.S. The lower price shows how Apple is tailoring its strategy for Indian users.
Apple and the premium shift in India
While the total market stayed flat, the premium segment grew fast. Phones priced above ₹30,000 rose 15% year-over-year. They now account for 23% of all shipments, the highest share ever.
This trend favors brands with strong high-end lineups. Apple sits at the center of this shift. Still, by volume, it remains outside India’s top three. Vivo led 2025 with 23%, followed by Samsung at 15% and Xiaomi at 13%.
What happens next?
Counterpoint expects India’s smartphone market to fall about 2% in 2026. Rising memory prices may hit budget phones under ₹15,000. Brands may cut offers or raise prices. Even so, average selling prices are expected to rise again.
That points to one clear pattern. India is buying fewer phones, but more expensive ones. Apple enters 2026 from its strongest position yet in the country, with the iPhone gaining ground even in a stalled market.
