India’s Smartphone Market Grows 5% in July–Sept; Apple Enters Top 5 by Volume for First Time
New Delhi: India’s smartphone market continued its rebound in the July–September 2025 quarter, recording a 5 per cent year-on-year (YoY) growth in shipments and an 18 per cent rise in value — the highest-ever quarterly market value, according to a report released by Counterpoint Research on Monday.
The growth was driven by strong festive demand, aggressive discounting, and a surge in premium smartphone sales. Analysts noted that the market’s focus is increasingly shifting from volume growth to value growth, as more consumers upgrade to higher-end devices.
Improved consumer confidence, eased retail inflation, and easy financing and trade-in offers further boosted premium smartphone demand.
“Better household liquidity and festive optimism supported strong sales during the quarter,” said Prachir Singh, Senior Analyst at Counterpoint Research. “Softer interest rates and easy financing options fueled upgrade-driven demand, while OEMs offered aggressive discounts and EMIs on older models to attract value-conscious buyers.”
The premium segment (above ₹30,000) recorded the fastest growth at 29 per cent YoY, helping overall market value grow 18 per cent, with the average selling price (ASP) rising 13 per cent.
Apple led the premium segment with a 28 per cent value share, fueled by robust demand for its iPhone 16 and 15 series. The newly launched iPhone 17 series also witnessed a strong early response, surpassing initial demand for its predecessors.
Samsung followed with a 23 per cent value share, supported by strong sales of its Galaxy S and A series and record-breaking performance of its foldable smartphones.
By shipment volume, vivo (excluding iQOO) topped the Indian market with a 20 per cent share, leveraging its vast offline network and successful T-series lineup. Samsung ranked second with a 13 per cent share, while OPPO (excluding OnePlus) gained ground through a diverse product range and stronger retail presence.
In a major milestone, Apple broke into India’s top five smartphone brands by volume for the first time, making India the third-largest iPhone market globally. The iPhone 16 remained the most shipped smartphone in the country for the second consecutive quarter.
Analysts attributed Apple’s rising success in India to its expanding retail footprint, flexible financing options, and strong brand appeal — making premium iPhones increasingly accessible, even in smaller cities.
