India’s smartphone market value grows 8% in 2025, Apple tops share

February 2, 2026

India’s smartphone market value grew by 8 per cent in 2025, even though shipment volumes rose only modestly by about 1 per cent year-on-year, according to a Counterpoint Research report. The rise in market value reflects growing consumer demand for premium devices that command higher prices.

Premium Segment Leads Growth

One in every five smartphones shipped in India now belongs to the premium segment (priced above ~₹30,000), marking a significant shift in consumer buying patterns as customers increasingly opt for high-end features such as advanced cameras, larger displays and 5G connectivity.

Apple achieved its highest-ever annual value share in India, underlining strong performance in the high-end segment as more consumers choose iPhones over other brands.

Brand Performance Highlights

According to the research, vivo led the Indian smartphone market in terms of shipment volumes, with a roughly 20 per cent share, followed by Samsung and OPPO. Apple’s growth was underpinned by strong demand for models like the iPhone 16, which emerged as one of the top-shipped phones in India during 2025.

Industry Trends and Challenges

Experts point to a trend of premiumization where consumers move from budget to higher-priced phones — as a key driver of value growth, even though overall shipment numbers have remained relatively flat. The entry-level segment faces pressure from rising memory and component costs, while financing options have helped customers afford pricier devices.

What This Means for the Mobile Industry

The shift towards premium smartphones benefits brands with strong high-end portfolios, helping them secure higher profit margins and bigger shares of total market revenue. With India poised to remain a major global smartphone market, manufacturers are expected to continue focusing on premium features, 5G adoption and consumer financing offers to sustain growth.