Apple’s iPhone is making significant strides in India, with approximately 14 million units expected to ship in 2025, according to exclusive market data shared with TechCrunch.
Despite this growth, the overall smartphone market in India remained fairly stable, hovering around 152 to 153 million devices. As a result, Apple’s market share jumped to a record 9% in 2025, up from 7% in 2024, according to data from Counterpoint Research. This marks the iPhone’s best performance yet in the world’s second-largest smartphone market by volume.
The boost in shipments can be attributed to Apple’s diverse product lineup, increasing aspirational demand, and broader distribution channels, said Tarun Pathak, director for devices and ecosystems at Counterpoint Research.
Apple has highlighted India as a key market in recent quarters, with CEO Tim Cook mentioning that the company achieved an “all-time revenue record in India” during the last earnings call in October. CFO Kevan Parekh noted that iPhone’s active install base in India reached an all-time high, along with a quarterly record for upgrades. However, Apple did not provide specific figures for the Indian market during the call.
Beyond just shipments, Apple is expanding its presence in India through increased local manufacturing and enhanced retail access. Last month, the company opened its fifth Apple Store in the country, marking its first location in Noida and continuing its broader retail development that began in 2023.
Apple is also focusing on its services in India. Earlier this month, it launched Apple Creator Studio—a subscription bundle that includes creative apps like Final Cut Pro and Logic Pro—priced at ₹399 a month ($4.35). This is approximately 66% cheaper than the $12.99 a month charged in the U.S., highlighting Apple’s strategy to tailor pricing to better engage with Indian consumers.
Despite Apple’s success, the overall market growth has stalled. India is expected to see its fourth consecutive year of stable shipments at around 152 million units, with an 8-10% decline in the October–December quarter year-over-year, even during the festive season.
Factors such as longer replacement cycles, fewer feature phone users upgrading to smartphones, and the increasing popularity of refurbished devices are contributing to this stagnation, Pathak explained to TechCrunch.
Nonetheless, the premium segment of the smartphone market is still expanding. Devices priced above ₹30,000 (approximately $327) grew by 15% year-over-year in 2025, making up a record 23% of total shipments—the highest share to date, according to Counterpoint. This trend is beneficial for brands with strong premium offerings, including Apple, despite a slowdown in the mass market.
In terms of market share by volume, China’s Vivo led India’s smartphone market in 2025 with a 23% share of shipments, followed by Samsung at 15% and Xiaomi at 13%. Even with its record year, Apple remains outside the top three in India by shipments, reflecting the dominance of mass-market Android brands, despite the rising appeal of premium devices.
Counterpoint predicts that India’s smartphone market may decline by about 2% in 2026. They caution that increasing memory prices could impact demand in the sub-₹15,000 (under $170) segment, prompting manufacturers to either reduce cashback offers, lower specifications, or raise prices. Still, average selling prices are expected to increase by 5% in 2026, following a 9% rise in 2025, indicating that the trend toward premium devices is likely to continue.
Apple did not provide a response to the request for comments.
