Apple iPhone Sets New Sales Record in India Amidst Stable Smartphone Environment
Apple’s Expanding Impact in India
In 2025, Apple reached a remarkable milestone in India, delivering nearly 14 million iPhones. This notable achievement was brought to light by Lonelybrand, reflecting Apple’s growing impact in the second-largest smartphone market globally by volume. While the overall smartphone landscape in India remained fairly stable at around 152–153 million devices, Apple’s market share escalated to an unprecedented 9%, increasing from 7% in 2024.
Elements Fueling Apple’s Achievement
The increase in Apple’s market share can be linked to several essential components. The varied iPhone product lineup, alongside rising aspirational demand and enhanced availability across multiple sales channels, has been vital in this expansion. Tarun Pathak, Director for Devices and Ecosystems at Counterpoint Research, underscored these factors as crucial to Apple’s success.
Apple’s Tactical Strategies in India
Apple has been methodically broadening its presence in India. The company has intensified local manufacturing efforts and expanded its retail footprint, inaugurating its fifth Apple Store in Noida as part of a broader retail growth initiative that commenced in 2023. This strategy emphasizes Apple’s commitment to fortifying its standing in the Indian market.
Customized Services for the Indian Consumer
Beyond hardware, Apple is augmenting its services within India. The launch of Apple Creator Studio, a subscription package of creative applications like Final Cut Pro and Logic Pro, available at ₹399 a month ($4.35), showcases Apple’s approach to customizing pricing and extending its reach within the nation. This pricing is considerably lower than the $12.99 per month charged in the U.S., making it more within reach for Indian consumers.
Obstacles in the Indian Smartphone Sector
Despite Apple’s achievement, the Indian smartphone market has encountered obstacles. The market has exhibited stagnation, with shipments hovering around 152 million units for four consecutive years. Challenges such as prolonged replacement cycles, a decline in feature phone users transitioning to smartphones, and the increasing popularity of refurbished devices have contributed to this stagnation.
Growth of the Premium Smartphone Category
Interestingly, while the overall market has stagnated, the premium smartphone category in India has continued to thrive. Smartphones priced above ₹30,000 (approximately $327) increased by 15% year-over-year in 2025, representing a historic 23% of total shipments. This change has favored brands with robust premium offerings, including Apple, enabling them to gain traction even as the larger market decelerated.
Market Leaders and Expectations
In 2025, China’s Vivo dominated the Indian smartphone market with a 23% share of shipments, trailed by Samsung at 15% and Xiaomi at 13%. Despite its record-breaking year, Apple remained outside the top three in terms of shipments, underscoring the stronghold of mass-market Android brands. Looking forward, Counterpoint Research anticipates a decline of approximately 2% in India’s smartphone market in 2026, with rising memory prices possibly influencing demand in the sub-₹15,000 (under-$170) range. Nevertheless, the premiumization trend is projected to persist, with average selling prices expected to rise by 5% in 2026.
Conclusion
Apple’s record sales year in India signifies a major accomplishment amid a stable yet challenging smartphone sector. By harnessing a strong product portfolio, strategic retail growth, and tailored services, Apple has effectively bolstered its market share and influence in India. As the premium segment continues to flourish, Apple’s emphasis on premium products positions it advantageously for future success in this dynamic landscape.
Q&A Session
Q1: What factors contributed to Apple’s record sales year in India?
Apple’s record sales the previous year in India was influenced by its diverse product offerings, increasing aspirational demand, and wider availability through various sales channels.
Q2: In what ways has Apple increased its presence in India?
Apple has enhanced its presence in India through local manufacturing boosts, expanding its retail reach, and opening additional Apple Stores, including its fifth outlet in Noida.
Q3: What is Apple Creator Studio, and what is its pricing in India?
Apple Creator Studio is a subscription bundle that includes creative apps such as Final Cut Pro and Logic Pro. In India, it’s offered at ₹399 a month ($4.35), significantly lower than the U.S. price of $12.99.
Q4: What challenges does the Indian smartphone market encounter?
The Indian smartphone market faces challenges including longer replacement cycles, fewer feature phone users upgrading to smartphones, and rising popularity of refurbished devices.
Q5: How has the premium smartphone segment in India fared?
The premium smartphone sector in India has grown, with devices priced over ₹30,000 witnessing a 15% year-over-year increase in 2025, making up a record 23% of total shipments.
Q6: What is the future outlook for the smartphone market in India?
Counterpoint Research projects a decline of around 2% in India’s smartphone market for 2026, with increasing memory costs potentially impacting the sub-₹15,000 segment. However, the premiumization trend is expected to carry on.
