Festive demand boosts India’s smartphone sales by 5%; Apple enters top 5 for first time: What’s driving the surge

India’s smartphone market continued its recovery in the July–September quarter of 2025, with shipments rising 5 per cent year-on-year by volume and 18 per cent by value — the highest quarterly value recorded, according to data from foreign media firm Counterpoint Research released on November 3.

The revival was driven by festive-season buying, improved consumer confidence, and aggressive retail discounts. Analysts noted a clear shift in market strategy from expanding shipment volumes to focusing on value growth, as more consumers upgraded to higher-end devices.

Premium segment drives record market value

The premium smartphone category – models priced above Rs 30,000 grew 29 per cent year-on-year in shipments, significantly boosting the overall market value. The average selling price rose 13 per cent during the quarter, reflecting the expanding preference for premium products.

Apple climbs into top five smartphone brands

Apple achieved a major milestone by entering India’s top five smartphone brands by shipment volume for the first time. The company now counts India as its third-largest iPhone market globally. Strong sales of the iPhone 16 and 15 series, along with an encouraging start for the newly launched iPhone 17, helped Apple capture a 28 per cent share of the premium segment by value.

The iPhone 16 was the most shipped device in the country for the second consecutive quarter, showing Apple’s widening reach beyond major metros to smaller cities, supported by expanding retail outlets and flexible payment options.

Vivo (excluding iQOO) retained its position as India’s top smartphone brand by shipments with a 20 per cent share, benefiting from its strong offline presence and success of its T-series models. Samsung followed with a 13 per cent share, buoyed by solid demand for its Galaxy S and A series and record sales of foldable devices.

OPPO (excluding OnePlus) also improved its standing through a wider product range and stronger retail partnerships, bolstering competition in the mid-range segment.