Apple achieved its most successful year in India to date in 2025, shipping approximately 14 million iPhones. Despite a stagnant broader smartphone market, Apple’s market share climbed to a record 9%, up from 7% in 2024, according to data from Counterpoint Research.
Strategic Growth Amid Market Stagnation
While Apple saw significant gains, India’s overall smartphone market remained flat, hovering between 152 million and 153 million total device shipments. Tarun Pathak, director for devices and ecosystems at Counterpoint Research, attributed Apple’s performance to a robust product portfolio, increasing aspirational demand, and a wider distribution network.
Apple’s leadership has frequently highlighted India as a critical growth engine. During the October 2025 earnings call, CEO Tim Cook confirmed the company reached an all-time revenue record in India. CFO Kevan Parekh added that the active install base reached a historic high, supported by a record number of users upgrading their devices.
Expanding Infrastructure and Services
Beyond sales, Apple is deepening its physical and digital presence in the region. The company recently opened its fifth Apple Store in Noida, continuing a retail expansion strategy that kicked off in 2023. Manufacturing capabilities within the country are also being scaled to support this momentum.
On the software front, Apple is aggressively localizing its service pricing. The newly launched Apple Creator Studio, which bundles professional tools like Final Cut Pro and Logic Pro, is priced at ₹399 monthly—roughly 66% cheaper than the U.S. equivalent—to better align with the local market’s purchasing power.
The Shift Toward Premiumization
The broader Indian smartphone market is facing challenges, including longer replacement cycles and a decline in new smartphone upgrades. Counterpoint estimates the market has seen four consecutive years of stagnant shipment levels. However, the premium segment—devices priced above ₹30,000—bucked the trend with 15% year-over-year growth, capturing a record 23% of total shipments.
This “premiumization” trend benefits brands like Apple, even as mass-market leaders like Vivo (23% share), Samsung (15%), and Xiaomi (13%) continue to dominate by total volume. Apple remains outside the top three by shipment volume, reflecting the heavy influence of mass-market Android devices.
Market Outlook for 2026
Looking ahead, analysts project a 2% decline in the overall Indian smartphone market for 2026. Concerns regarding rising memory prices may force manufacturers to reduce incentives or increase costs for budget-tier devices. Despite these headwinds, the average selling price is expected to rise by 5% in 2026, signaling that the move toward premium devices will likely persist.