Apple’s iPhone is gaining ground fast in India, shipping an estimated 14 million units in 2025, according to market data shared exclusively with TechCrunch.
However, the country’s overall smartphone market remained largely flat at around 152–153 million devices. This means that throughout the year 2025, Apple’s market share in shipments increased to 9%. That’s up from 7% in 2024, Counterpoint Research data shows, making it the iPhone’s strongest year yet in the world’s second-largest smartphone market by volume.
The gains came from the iPhone product portfolio, growing aspirational demand and wider availability across sales channels, Counterpoint Research director of devices and ecosystems Tarun Pathak said.
Apple has repeatedly singled out India as a standout market in recent quarters, with CEO Tim Cook saying the company made “all-time revenue record in India” in its last earnings call in October. CFO Kevan Parekh also said the iPhone’s active install base reached an all-time high in India and the company set a quarterly record for upgraders, underscoring Apple’s push to expand its user base beyond new buyers, though the company did not disclose detailed data for India on the call.
Beyond shipments, Apple is expanding its footprint in India by boosting local manufacturing and expanding its retail reach. Last month, the company opened the fifth Apple Store in the country — its first in Noida — as part of a broader retail expansion that began in 2023.
Apple is also sharpening its services in India. Earlier this month, Apple introduced Creator Studio — a subscription-based bundle of creative apps like Final Cut Pro and Logic Pro — priced at ₹399 per month ($4.35) in India. That’s about 66% cheaper than the $12.99 a month it charges in the US, highlighting how the company is adjusting prices to deepen its reach in the country.
This strong iPhone year came against a market that has largely stopped growing. India is set to record a fourth straight year of roughly flat shipments at 152 million units, Counterpoint estimates, with the October-December quarter down 8-10% year-on-year despite the festive season.
Techcrunch event
San Francisco
|
13-15 October 2026
Longer replacement cycles, fewer users of upgradable phones and the growing popularity of refurbished devices are among the main reasons the market is struggling to grow, Pathak told TechCrunch.
Even as overall shipments remained stagnant, India’s premium segment continued to expand. Smartphones priced above ₹30,000 (about $327) grew 15% year-on-year in 2025 and accounted for a record 23% of total shipments — the highest share ever — according to Counterpoint.
That shift helped brands with stronger premium portfolios, including Apple, gain ground even as the mass market slowed.
By volume, China’s Vivo led India’s smartphone market in 2025 with a 23% share in shipments, per Counterpoint, followed by Samsung with 15% and Xiaomi with 13%.
Apple remained outside India’s top three in shipments despite its record year, underscoring that the market is still dominated by mass-market Android brands, even as premium devices take a growing share.
Counterpoint expects India’s smartphone market to shrink by around 2% in 2026, warning that increasing memory values it could squeeze demand in the sub-₹15,000 (sub-$170) segment and force phone makers to cut cashback offers, trim specs or raise prices. Still, average sales prices are forecast to rise 5% in 2026 after rising 9% in 2025, suggesting the premium trend is set to continue.
Apple did not respond to a request for comment.
