Key Takeaways
- Vivo surpasses Samsung to become India’s second-largest smartphone brand.
- India’s smartphone market sees strongest growth in 5 years with 4.3% YoY increase.
- Apple achieves record 10.4% market share with 25.6% growth in premium segment.
India’s smartphone market recorded its strongest quarterly growth in five years during Q3 2025, with shipments rising 4.3% year-on-year to nearly 48 million units, according to IDC data. The growth was driven by robust demand for premium devices and successful festive sales, though higher average prices and weaker budget model sales tempered overall momentum.
Market Share Shakeup: Vivo Overtakes Samsung
In a significant market shift, Vivo has dethroned Samsung as India’s second-largest smartphone brand with an 18.3% market share. Oppo follows closely with 13.9%, while Samsung slips to third position with 12.6% share. Although Samsung showed slight improvement from 12.3% in Q3 2024, it’s losing ground to faster-growing competitors.
Apple’s Record Performance
Apple climbed to fourth position with its highest-ever market share in India at 10.4%, up from 8.6% a year earlier. The company’s impressive 25.6% year-on-year growth underscores the expanding premium smartphone segment in the Indian market.
Premium Segment Dynamics
In the super-premium category (above Rs. 70,000), Samsung lost its leadership position to Apple during Q3 2025. The South Korean company now ranks second in this premium price band. However, Samsung continues to dominate the mid-premium segment (Rs. 20,000-40,000) with steady demand for its mid-range models.
Other Brand Performances
Motorola emerged as the fastest-growing brand with a remarkable 52.4% year-over-year increase, reaching an 8.3% market share. Meanwhile, Realme, Xiaomi and OnePlus faced declines, reflecting the ongoing slowdown in entry-level and budget smartphone categories.
Market Outlook
With no major Samsung launches anticipated in the coming months, the company may struggle to reclaim its lost position soon. Indian consumers are increasingly preferring feature-rich and premium models, a trend expected to continue through 2026, according to the IDC report.
