New Delhi | February 3, 2026
Tech giant Apple has achieved its highest-ever market share in India, capturing 28% of the smartphone market by value, driven by rising premiumization trends and strong demand for high-end devices, according to a new industry report.
Data from Counterpoint Research shows that while overall smartphone sales volume in India remained largely stable, the total market value grew faster as consumers increasingly opted for more expensive models.
iPhone 16 Drives Apple’s Record Performance
Apple’s market share stood at 23% in 2024 but surged to 28% in 2025, supported by the strong performance of the iPhone 16 lineup. Counterpoint noted that the iPhone 16 series was the best-selling smartphone model in India in 2025, marking the highest annual sales share ever achieved by any single smartphone series in the country.
The report attributed Apple’s growth to aggressive financing schemes, attractive trade-in offers, expanded retail presence, and festive-season promotions that boosted both volumes and revenue.
In value terms, Apple emerged as the clear market leader in 2025, even as overall smartphone shipments in India grew by just 1% year-on-year. Market value, however, increased by 8% annually, reflecting consumers’ growing preference for premium devices.
Financing Fuels Premium Smartphone Upgrades
Financing played a crucial role in driving premium smartphone adoption. The report revealed that 40% of all smartphones sold in India in 2025 were purchased through financing options. In the premium segment—devices priced above ₹30,000—nearly two-thirds of purchases were financed, highlighting the increasing importance of installment-based buying.
Analysts said easy monthly payment plans have enabled more consumers to upgrade to flagship devices, supporting Apple’s rapid expansion in the premium category.
Premium Segment Outpaces Budget Phones
Counterpoint Research noted that the premium smartphone segment is growing significantly faster than entry-level and budget categories. In 2025, the premium segment became the fastest-growing category by volume, recording an 11% year-on-year increase.
Premium devices accounted for 22% of total smartphone shipments, the highest share ever recorded in India. The report added that demand for premium products is expected to continue supporting market value growth this year, while entry-level segments may remain under pressure.
Samsung Dominates Foldable Smartphone Market
While Apple led the market in value terms, Samsung maintained a commanding lead in the foldable smartphone segment. In 2025, Samsung accounted for 88% of foldable phone shipments by volume, underscoring its dominance in that niche category.
