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Apple iPhone just had its best year in India as the smartphone market staysbroadly flat
In 2025, Apple's iPhone had its best year in India, with shipments reaching 14 million units and a market share increase to 9%. Despite stagnant overall smartphone market growth, driven by longer replacement cycles and enhanced demand for premium devices, Apple's expansion in India is notable due to its local manufacturing and tailored services like the new Apple Creator Studio.
Key points
- Apple shipped approximately 14 million iPhones in India in 2025, marking a 9% market share, up from 7% in 2024.
- The overall smartphone market in India remained flat at around 152-153 million units, experiencing a downward trend during the October-December quarter.
- Key drivers of Apple's success include a diversified product portfolio, aspirational demand, and broader retail distribution.
- Apple has concentrated on local manufacturing and opened its fifth store in India, enhancing retail presence.
- The premium smartphone segment, priced above ₹30,000, saw a 15% growth in 2025, correlating with Apple's rising shipments.
- Counterpoint Research forecasts a further decline in India's smartphone market of about 2% in 2026, while average selling prices are expected to rise.
Why it matters
- Apple's strategic expansion in India highlights a shift towards premiumization in emerging markets, aligning with global IT trends focused on high-value device sales.
- The growing market for refurbished devices and the Saturation of the low-cost smartphone market reflect global economic shifts affecting consumer behavior in tech sectors.
- Company strategies like local manufacturing and pricing adaptations signify the importance of localized approaches in a global market.
Apple's success in India's smartphone market reveals its adeptness at navigating a flat market landscape through strategic growth in premium segments and local operations, underscoring the brand's potential in emerging economies.