Apple Secures Record 28% Value Share in India as Premium Smartphones Dominate

Apple has achieved its highest-ever value share of 28% in the Indian smartphone market, according to Counterpoint Research, underscoring the country’s accelerating shift toward premium devices.

The report highlights a major transformation in the world’s second-largest smartphone market: while shipment volumes remain relatively stable, overall market value is rising sharply as Indian consumers increasingly upgrade to high-end models.

Apple’s Growth Momentum

In 2024, Apple held a 23% value share in India. The launch success of the iPhone 16 series, combined with aggressive financing schemes and trade-in offers, propelled Apple to new heights in 2025. Festival promotions and wider retail expansion further boosted revenue, making the iPhone 16 the top-shipped smartphone in India last year — marking Apple’s strongest shipment share ever in the country.

Market Expansion Trends

India’s smartphone market grew 1% YoY in volume but surged 8% YoY in value in 2025. Financing played a crucial role: in offline retail, 40% of smartphones were sold via EMI schemes, and in the premium segment (above ₹30,000), nearly two-thirds of purchases were financed.

Premiumisation Takes Center Stage

Counterpoint defines “premiumisation” as the rising consumer preference for high-end devices. In 2025, the premium segment grew 11% YoY in volume, accounting for 22% of total shipments — the highest share ever. This drove the market’s strongest annual value growth of 8%. Director Tarun Pathak noted that India’s smartphone market is becoming more polarized in 2026, with premium growth continuing while entry-level demand weakens.

Samsung’s Stronghold in Foldables

While Apple leads in value share, Samsung dominates foldables, capturing 88% of shipments in 2025 with 28% YoY growth. Its diverse portfolio — spanning A, M, and F series — ensures mass-market presence, while the Galaxy S series sustains premium traction.

Other Fast-Growing Brands

• Motorola: fastest-growing brand by volume in 2025 (+54% YoY)

• CMF: fastest-growing sub-brand (+83% YoY)

Outlook for 2026

India’s smartphone market is expected to see a slight volume decline in 2026 due to rising memory and component costs, particularly impacting the sub-₹15,000 segment. However, average selling prices are forecast to rise 5–7% YoY, driven by premium focus and price adjustments from leading manufacturers.