India’s Smartphone Market Hits Record Value in Q3 2025
India’s smartphone shipments grew 5% year-on-year in the July-September 2025 quarter, reaching an all-time high in market value with 18% growth, according to Counterpoint Research. Apple broke into the country’s top five smartphone brands by volume for the first time, making India the world’s third-largest iPhone market.
Key Market Highlights
- Market value surged 18% YoY to record high
- Premium segment (phones above ₹30,000) grew fastest at 29%
- Average selling price increased 13% as consumers upgrade
- Apple entered top five brands by volume for first time
Drivers of Growth
Strong festive demand, attractive discounts, and easy financing options fueled the market recovery. Improved consumer confidence and better household liquidity encouraged upgrades to premium devices.
Senior Analyst Prachir Singh from Counterpoint Research noted: “Softer interest rates and easy financing options further fueled upgrade-driven demand, encouraging brands to stock up early. OEMs rolled out aggressive discounts and EMI offers on older models, effectively attracting value-conscious buyers.”
Brand Performance
vivo led shipments with 20% market share, leveraging its extensive offline presence and successful T-series models. Samsung ranked second with 13% share and captured 23% value share in the premium segment.
Apple dominated the premium market with 28% value share, driven by strong demand for iPhone 16 and 15 series. The newly launched iPhone 17 series also saw exceptional early demand. The iPhone 16 was the most shipped device in India for the second consecutive quarter.
Analysts attribute Apple’s success to its growing retail presence, easy financing options, and strong brand appeal reaching consumers in smaller cities.
