A clear shift is underway in India’s smartphone market, and Apple is emerging as one of its biggest winners. As more consumers move towards higher-priced devices, the company has recorded its strongest performance in the country so far, with signs pointing to even more growth in 2026.
In 2025, Apple achieved its highest-ever value share in India’s smartphone shipments. Market data shows that the premium segment—phones priced above Rs 30,000—expanded rapidly and became the largest category in the market. This segment accounted for 22% of total shipments, meaning 1 in every 5 buyers in India now opts for a premium smartphone.
This shift has played directly into Apple’s strengths. The company’s value share rose from 23% in 2024 to 28% in 2025, marking a significant jump in a single year. The iPhone 16 also emerged as the top-selling smartphone of 2025, making it Apple’s most successful model in India to date.
Several factors are driving Indian consumers towards iPhones. Apple continues to hold strong aspirational appeal, with many buyers preferring an iPhone over similarly priced flagship devices from other brands. The company has also increased its focus on India by improving retail execution, expanding into smaller cities, and strengthening its reseller network. In 2025, Apple opened 3 new stores in Bengaluru, Pune, and Noida.
Financing has played a major role as well. Festive discounts, promotional campaigns, and easier access to EMIs have made premium phones more affordable. Around 40% of smartphone purchases in India are now financed, helping more buyers move up the price ladder.
Looking ahead, 2026 could further tilt the balance in Apple’s favour. The overall smartphone market is expected to face a single-digit volume decline due to rising memory and component costs. Android manufacturers are already feeling the pressure, with flagship prices climbing sharply. For example, the iQOO 15 launched at Rs 72,999, compared to Rs 54,999 for its predecessor.
Apple, in contrast, has kept prices relatively steady. The iPhone 17 starts at Rs 82,900, up Rs 3,000 from the previous model, but now offers double the base storage. As Android flagships become costlier, iPhones may appear more competitive, potentially encouraging more users to switch in 2026 as the market continues its move towards premium devices.
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