American tech large Apple recorded its highest-ever value share of 28 per cent in the Indian smartphone market, in addition to main the smartphone market by 23 per cent in 2025, Counterpoint Analysis’s Month-to-month India Smartphone Tracker mentioned on Monday.
The festival-led promotions and deeper channel growth supported income development and Apple’s iPhone 16 ranked because the top-shipped mannequin in India in 2025. This additionally marked the highest-ever annual cargo share for an iPhone in India, the Counterpoint report talked about including that over one in each 5 smartphones offered in India is now premium.
Samsung ranked second (22 per cent), backed by a centered portfolio throughout the mass market by way of its A, M and F collection, alongside regular premium traction led by the S collection, the report mentioned including that pushed by a surge in demand for premium gadgets, the Galaxy S collection accounted for its highest-ever share in Samsung’s portfolio.
General, India’s smartphone market adopted a blended trajectory in 2025, with the 12 months beginning on a softer notice as a consequence of elevated stock and fewer launches, adopted by a restoration in momentum from the second quarter (Q2), pushed by contemporary launches, aggressive promotions and festival-led channel stocking, which pushed Q3 to a document quarterly value.
Shipments slowed once more in This fall as manufacturers prioritised stock correction after the festive season and managed rising element prices. General, the market grew a modest one per cent year-on-year (YoY) in quantity however a stronger 8 per cent YoY in value, underscoring sustained premiumisation.
“The premium section (above Rs.30,000) emerged because the fastest-growing in 2025 in quantity phrases, increasing 11 per cent YoY and accounting for 22 per cent of total shipments, the best share ever recorded, driving the market’s highest-ever annual value development of 8 per cent YoY,” Tarun Pathak, Analysis Director at Counterpoint Analysis mentioned.
Unique gear producers (OEMs) with a stronger premium combine proved extra resilient, supported by greater margins, selective pricing actions, and sustained demand for flagship and near-flagship gadgets, he mentioned.
“These dynamics level to a extra polarised market construction in early 2026, with premiumisation persevering with to help value development whereas entry-tier volumes stay below stress,” Pathak mentioned.
Looking forward to 2026, India’s smartphone market is projected to see a single-digit quantity decline as rising reminiscence and element prices weigh on demand, particularly in the sub-Rs.15,000 section.
In the meantime, worth hikes and a sharper premium focus from main OEMs are anticipated to elevate common promoting costs (ASPs) by 5-7 per cent year-on-year (YoY), additional tilting the market towards premium gadgets, it added.
Revealed on February 2, 2026
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