India’s smartphone market hits record value growth, driven by premium demand and festive sales

The Indian smartphone market experienced significant expansion during the July to September quarter of 2025, with a year-on-year volume increase of 5 percent and a remarkable 18 percent growth in value, as reported by Counterpoint Research. This quarter marks a historic high for the market's value, fueled by the festive season's optimism, competitive pricing strategies, and a heightened consumer interest in premium smartphones. Analysts observe a fundamental shift within the industry, moving from volume-driven sales to a focus on higher-value premium devices. With retail inflation subsiding and consumer confidence on the rise, incentives such as accessible financing and appealing trade-in offers have prompted many to upgrade to pricier models. Prachir Singh, a senior analyst at Counterpoint Research, emphasized the importance of improved liquidity and festive enthusiasm in driving this sales momentum. "The combination of softer interest rates and easy financing options has significantly stimulated demand for upgrades, prompting brands to stock up in advance," Singh stated. The premium smartphone segment, defined as devices priced above ₹30,000, saw the most substantial growth, registering a 29 percent rise in shipments compared to the previous year. This shift towards premium devices contributed to an overall market value increase of 18 percent, while the average selling price climbed by 13 percent. Leading the premium market, Apple captured a 28 percent value share, bolstered by strong sales of its iPhone 16 and 15 series. The recently released iPhone 17 series also garnered positive reactions, with demand surpassing that of earlier models. Samsung followed closely with a 23 percent value share, driven by the success of its Galaxy S and A series, alongside record-breaking sales of its foldable phones. In terms of shipments, vivo (excluding iQOO) secured the top position with a 20 percent market share, attributed to its robust offline presence and the popularity of its T-series models. Samsung held the second spot with a 13 percent share, while OPPO (excluding OnePlus) gained traction through an expanded product lineup and stronger retail partnerships. In a significant milestone, Apple entered the top five smartphone brands in India by volume for the first time, solidifying the country’s status as the third-largest market for iPhones globally. The iPhone 16 was recognized as the most shipped device in India for the second consecutive quarter. Analysts noted that Apple's growing retail network, flexible financing options, and strong brand loyalty are making its devices increasingly available, even in smaller cities across India.