Apple’s iPhone is experiencing significant growth in India, poised to ship approximately 14 million units in 2025. This surge in popularity comes as the overall Indian smartphone market remains largely stagnant, highlighting a shift in consumer preferences towards premium devices. The gains demonstrate Apple’s successful strategy of expanding its presence in a key emerging market.
India’s Smartphone Market: iPhone Gains Amidst Overall Flatness
Despite the increasing demand for Apple products, the broader Indian smartphone market is projected to remain relatively flat at around 152-153 million devices shipped throughout 2025, according to data from Counterpoint Research. This marks the fourth consecutive year of similar shipment levels, indicating a maturing market with longer device replacement cycles. However, within this landscape, Apple is carving out a larger share, reaching a record 9% of total shipments in 2025, up from 7% in 2024.
Factors Driving iPhone Growth
Several factors are contributing to the iPhone’s success in India. Counterpoint Research Director Tarun Pathak points to a growing aspirational demand for the brand, coupled with a wider availability of iPhones across various sales channels. Apple has also been actively investing in local manufacturing, reducing import costs and improving accessibility.
Apple CEO Tim Cook recently stated the company achieved an “all-time revenue record in India” during their October earnings call. CFO Kevan Parekh added that the iPhone’s active install base in India reached a new high, with a record number of upgrades, suggesting Apple is successfully attracting both new customers and retaining existing ones. The company did not release specific figures for the Indian market during the call.
Expanding Retail and Services
Beyond manufacturing, Apple is strengthening its retail presence in India. The company opened its fifth Apple Store in Noida last month, continuing a broader expansion that began in 2023. This increased physical presence allows for greater brand engagement and customer support.
Additionally, Apple is focusing on its services offerings, tailoring them to the Indian market. The recent launch of Apple Creator Studio, a subscription bundle for creative apps, is priced at ₹399 per month ($4.35) in India – a substantial 66% discount compared to the $12.99 monthly cost in the United States. This strategic pricing demonstrates Apple’s commitment to deepening its reach within the country.
Premiumization Trend Fuels Apple’s Success
While overall smartphone shipments remain stable, the premium segment – devices priced above ₹30,000 (approximately $327) – is experiencing robust growth. In 2025, this segment grew by 15% year-over-year and now accounts for a record 23% of total shipments, the highest share ever recorded. This trend benefits brands like Apple, which primarily operate in the premium space.
Despite its record performance, Apple remains outside the top three smartphone vendors in India by shipment volume. Vivo currently leads with a 23% share, followed by Samsung at 15% and Xiaomi at 13%. This underscores the continued dominance of mass-market Android brands, even as premium devices gain traction. The increasing popularity of refurbished smartphones and fewer feature phone users upgrading to smartphones are also contributing to the overall market stagnation, according to Pathak.
Looking ahead, Counterpoint Research anticipates a slight decline of approximately 2% in India’s smartphone market in 2026. Rising memory prices are expected to impact the sub-₹15,000 (under $170) segment, potentially leading to reduced cashback offers, specification cuts, or price increases. However, average selling prices are forecast to rise by 5% in 2026, following a 9% increase in 2025, suggesting the premiumization trend will likely persist. Monitoring these price fluctuations and their impact on consumer demand will be crucial for all smartphone manufacturers operating in India.
Apple did not respond to a request for comment regarding these findings.
