Apple hits record 9% market share in India as sales grow

Apple achieved a record 9% market share of shipments in India in 2025, up from 7% in 2024, according to data from market research firm Counterpoint Research. The company shipped about 14 million units during the year. This growth occurred even as the country’s overall smartphone market—the world’s second-largest by volume—remained largely flat at around 152 million to 153 million devices. In this context, “shipments” refers to the units of devices sent to retailers and distribution channels rather than direct sales to consumers. The flat performance marks what is set to be the fourth straight year that India’s smartphone market has logged about the same shipment level of 152 million units, with shipments in the October–December quarter declining 8% to 10% year-over-year.

Apple’s expansion in India has been buoyed by a broader market shift toward the premium segment, which is defined as smartphones priced above ₹30,000 (around $327). According to Counterpoint Research, this premium segment grew 15% in 2025 and accounted for 23% of total shipments. During an earnings call in October, Apple CEO Tim Cook stated that the company set an “all-time revenue record in India” as it expanded its retail footprint, including opening its fifth store in the country last month. To deepen its reach, Apple has also tailored its services pricing. Earlier this month, the company introduced Apple Creator Studio, a subscription bundle of creative apps priced at ₹399 ($4.35) per month in India—representing a 66% discount compared to the U.S. monthly price of $12.99.

Despite these gains, Apple remains outside the top three smartphone brands by volume in India, where the market continues to be dominated by mass-market brands. According to Counterpoint Research, the market share of shipments in 2025 was led by:

• Vivo: 23%
• Samsung: 15%
• Xiaomi: 13%

Looking ahead, Counterpoint Research expects India’s smartphone market to slip about 2% in 2026. This expected contraction is driven by potential demand pressure in the sub-₹15,000 (under $170) segment due to rising memory prices. However, average selling prices are forecast to rise 5% in 2026, following a 9% increase in 2025, indicating that the premiumization trend that favored Apple is set to continue.

Why it matters

Apple’s success in India demonstrates the power of premiumization to decouple growth from a stagnant mass market, offering a blueprint for how tech giants can capture value in emerging economies despite broader economic headwinds.