Apple, Samsung drive record value for Indian smartphone market in Q2 2025

In a stunning turn of events, Apple and Samsung have emerged as the primary catalysts for growth in India’s smartphone sector during the second quarter of 2025, according to Counterpoint Research's latest findings. The country witnessed an 8% year-on-year increase in smartphone shipments, but even more striking was the 18% surge in the market’s wholesale value, marking a record high for any second quarter. This remarkable growth was fueled by a strong demand in the ultra-premium segment, with devices priced above ₹45,000 experiencing a 37% increase year-on-year, the fastest growth across all categories. Apple and Samsung spearheaded this trend, with Apple's latest iPhone 16 becoming the most shipped smartphone in the quarter. This success was bolstered by a wider range of financing options, including no-cost EMIs, aggressive trade-in programs, and enticing summer discounts, making premium devices more accessible to Indian consumers. "The recovery of India’s smartphone market in Q2 2025 was further supported by an improved macroeconomic landscape," stated Prachir Singh, Senior Research Analyst at Counterpoint. He noted that recent tax relief measures had also contributed to increased disposable incomes and savings, establishing an environment conducive to discretionary spending. Apple and Samsung effectively leveraged this trend through their affordability strategies. Samsung, on the other hand, led the market in terms of value share, accounting for 23% of total revenue. Its success stemmed from the impressive performance of both its A and S series, alongside steady demand for older flagship models fueled by various promotional campaigns. While Samsung ranked as the second-largest brand in terms of shipment volume, its emphasis on mid to premium-tier products allowed it to surpass competitors in value. Vivo (excluding iQOO) took the lead in shipment volume for the quarter, experiencing a 23% year-on-year growth, particularly in the ₹10,000–₹15,000 segment, where its Y and T series maintained strong offline sales momentum. Meanwhile, Oppo (excluding OnePlus) secured the third position, driven by a refreshed lineup of A5 and K series models, improved retailer engagement, and better margins for offline partners. Notably, Nothing emerged as the fastest-growing brand, with a staggering 146% year-on-year increase in shipments, marking its sixth consecutive quarter of impressive gains. The success of its CMF Phone 2 Pro and a growing retail presence played a crucial role in this achievement. Motorola closely followed with an 86% increase, spurred by strong demand for its G and Edge series, especially in smaller cities. In the budget segment, Lava achieved remarkable growth of 156% year-on-year. Its appeal lies in offering a clean stock Android experience, competitive pricing, and strengthened after-sales support, making it a favorite among value-conscious consumers. In a push for the premium market, OnePlus saw a 75% year-on-year increase in the ultra-premium segment, driven by strong sales of its flagship 13 and 13R series, with promising early responses to the newly launched 13s compact model. Realme also made its entry into the ultra-premium market with the GT 7 Pro Dream Edition, targeting younger audiences and investing in offline expansion for better visibility. On the chipset front, MediaTek maintained its dominance with a 47% market share in India, followed by Qualcomm at 31%. Qualcomm's shipments also increased by 28% year-on-year during this quarter, showcasing the competitive landscape of smartphone technology.