In a historic shift for the Indian smartphone landscape, Apple officially captured a record 28% value share in 2025, according to the latest Counterpoint Research report released on February 2, 2026.
While Apple ranks 5th in terms of shipment volume (approx. 9% share), its dominance in the premium segment has allowed it to overtake Samsung in terms of total revenue generated in the world’s second-largest smartphone market.
1. The “Value vs. Volume” Divide
The Indian market has become increasingly polarized. While mass-market brands lead in quantity, Apple’s focus on high-ticket devices has made it the primary driver of market value.
| Rank | Brand (By Value Share) | Brand (By Volume Share) |
| 1 | Apple (28%) | Vivo (20%) |
| 2 | Samsung (21%) | Samsung (16%) |
| 3 | Vivo (15%) | Xiaomi (12%) |
- Revenue Leadership: Apple’s 28% value share is its highest ever in India, up from 23% in 2024.
- Premiumization: Over 1 in 5 smartphones sold in India now cost more than ₹30,000. This “Premium” segment grew by 11% YoY in 2025, even as the overall market volume grew by just 1%.
2. The iPhone 16: India’s New Favorite
The iPhone 16 series was the central pillar of Apple’s 2025 success, breaking several long-standing records in the country.
- Top-Shipped Model: The iPhone 16 became the #1 shipped smartphone model in India for the full year of 2025.
- Best Launch Ever: It achieved the highest-ever annual shipment share for any single iPhone model in Indian history.
- Retail Expansion: Apple’s growth was supported by the opening of new flagship stores in Bengaluru, Pune, and Noida, alongside a deeper reach into Tier-2 and Tier-3 cities through multi-brand outlets.
3. The “Financing” Revolution
Aggressive financing and trade-in offers have lowered the barrier to entry for the Apple ecosystem.
- EMI Dominance: In the premium segment (>₹30,000), nearly two-thirds of all purchases were made via monthly installments (EMIs).
- Mainline Retail: Across all price tiers, financing accounted for 40% of total smartphone volumes sold in 2025.
- The “Veblen” Effect: Analysts note that Indian consumers are increasingly stretching their budgets to “buy once, buy best,” viewing iPhones as long-term investments with superior resale value.
4. 2026 Outlook: The Memory Crunch
Despite the record value, 2026 is expected to be a “correction year” for the broader industry.
- Volume Decline: Counterpoint and IDC forecast a single-digit decline in total smartphone volumes for 2026.
- Rising Costs: Shortages in memory and components are expected to push average selling prices (ASPs) up by another 5–7%.
- Apple’s Strategy: To combat rising costs, Apple has reportedly shifted the launch of its next “base” iPhone from late 2026 to early 2027, prioritizing its high-margin Pro and Foldable models for the remainder of this year.
Conclusion: A Structural Shift
Apple’s achievement of a 28% value share marks the end of India being viewed purely as a “budget” market. The success of the iPhone 16 proves that the Indian middle class is ready to pay for flagship experiences, provided they come with flexible payment options. For Apple, India is no longer just a manufacturing hub—it is now one of its most critical growth engines for high-margin revenue.
