Vivo leads in volume, iPhone 16 in shipments as India’s smartphone market rises

In a remarkable turnaround, Apple's iPhone 16 has claimed the title of the most-shipped smartphone in India for the April to June quarter of 2025. Traditionally a landscape ruled by mid-range Android devices, this development signals a pivotal change in market dynamics. Counterpoint Research's recent India Smartphone Tracker highlights that the iPhone 16's success is attributed to strategic promotions, extended EMI options, and enhanced offline sales efforts, enabling Apple to achieve its highest-ever shipments for Q2 in the country. The overall smartphone market in India saw an impressive growth of eight percent year-on-year in volume and an 18 percent increase in value during the second quarter, recovering from a lackluster first quarter. This rebound can be traced back to a remarkable 33 percent rise in new product launches, summer sales promotions, and increased consumer spending facilitated by easing inflation and favorable monetary policies. Notably, the ultra-premium segment, which includes devices priced above ₹45,000, experienced a staggering 37 percent year-on-year growth, outpacing all other price tiers. This surge indicates a growing consumer appetite for high-end smartphones. Apple and Samsung have effectively tapped into this trend by enhancing affordability through initiatives like trade-in offers and no-cost EMI plans, making premium smartphones more accessible to a broader audience. In terms of shipment volume, Vivo took the lead, achieving a 23 percent year-on-year growth, primarily driven by its Y and T series models within the ₹10,000 to ₹15,000 price bracket. Samsung secured the second position, bolstered by sales from its mid-range A series and premium S series, alongside continued interest in its previous-generation flagship models. OPPO, excluding OnePlus, came in third, benefiting from renewed demand for its A5 and K series devices, as well as a focused retail strategy that improved dealer incentives. Interestingly, Nothing emerged as the fastest-growing brand, recording a remarkable 146 percent year-on-year increase in shipments, marking its sixth consecutive quarter of significant growth. This surge is largely attributed to the CMF Phone 2 Pro and its ongoing retail expansion efforts. Motorola also made strides with an 86 percent year-on-year increase, driven by demand for its G and Edge series smartphones, alongside greater penetration into smaller towns. In the budget segment, Lava demonstrated exceptional growth, achieving a 156 percent year-on-year increase by focusing on stock Android devices and enhancing after-sales service. On the chipset front, MediaTek maintained its dominance with a 47 percent market share, while Qualcomm followed with a 31 percent share, experiencing a 28 percent year-on-year growth in shipments. Moreover, OnePlus capitalized on the ultra-premium segment, reporting a 75 percent year-on-year increase thanks to its 13, 13R, and newly launched compact 13s models. Realme joined the ultra-premium race with its GT 7 Pro Dream Edition, targeting younger consumers and aiming to strengthen its offline presence.