Key Takeaways
- Apple leads premium smartphone market by value with 28% share
- Vivo dominates overall shipments with 20% volume share
- Premium segment grew 29% YoY, driving record market value
- Festive sales and financing options fuel premiumization trend
Apple has captured the premium smartphone market in India by value during Q3 2025, driven by strong demand for the new iPhone 17 series. The premium segment saw remarkable 29% year-over-year growth, contributing to an 18% overall market value increase.
Apple’s Premium Dominance
The iPhone 17 series launch created unprecedented excitement, with buyers queuing for hours and even scuffles reported at Mumbai’s Apple Store. Apple secured 28% value share in the premium segment, benefiting from continued demand for iPhone 15 and 16 models alongside the new flagship.
While leading in premium value share, Apple ranked among the top 5 in overall market share with 9%. The company expects record global sales by year-end, indicating the success extends beyond India.
Samsung Maintains Strong Position
Samsung secured second place in the premium segment with 23% value share, powered by its Galaxy S series and strong mid-range offerings. The Galaxy Z Fold 7 set sales records, maintaining Samsung’s leadership in the foldable category.
Vivo Leads Overall Shipments
Vivo emerged as the volume leader with 20% of total shipments and 14% market share, excluding its sub-brand iQOO. The company’s focus on offline channels and popular T series helped secure dominance in the mid-range segment.
Oppo maintained stable revenue share at 11% while increasing volume share by 13%, intensifying competition particularly against Samsung in the volume segment.
Driving Forces Behind Premium Shift
Multiple factors are driving Indian consumers toward premium smartphones:
- Festive season discounts and promotions
- Easy financing options and trade-in programs
- Aggressive online and offline marketing campaigns
- Increased inventory stocking before festive seasons
Major sales events like Flipkart’s Big Billion Days and Amazon’s Great Indian Festival saw thousands upgrading to premium devices.
Emerging Brands Show Strong Growth
The report highlights impressive growth among emerging players. iQOO saw shipment volume surge 54% year-over-year, while Lava became the fastest-growing brand in the budget segment (under Rs 10,000) with 135% shipment growth.
This dynamic market landscape reflects India’s evolving smartphone preferences, with consumers increasingly willing to invest in premium devices while budget options continue to find strong uptake.
