The Indian smartphone market saw a strong rebound in the July–September quarter of 2025, with shipments rising by 5% year-on-year. According to a report by Counterpoint Research, both shipment volumes and value witnessed impressive growth — reflecting India’s growing appetite for premium smartphones.

The biggest highlight of the quarter was Apple’s breakthrough performance. For the first time, Apple entered India’s top 5 smartphone brands by volume, increasing its market share from 7% in Q3 2024 to 9% in Q3 2025.

Premium Segment Drives Growth

The demand for premium smartphones priced above ₹30,000 was a key driver of this surge. According to the report, India’s smartphone market grew 5% by volume and 18% by value during the quarter. The festive season, combined with attractive upgrade offers, easy EMI options, and discounts on previous models, encouraged consumers to buy more high-end devices.

In terms of market value, Apple and Samsung together dominated India’s smartphone landscape, holding the largest wholesale market shares.

Flagship Smartphones See Record Growth

The report notes that flagship smartphone shipments (premium handsets) grew the fastest among all categories — up 29% year-on-year compared to Q3 2024. This growth was mainly powered by Apple’s iPhone 15 series and Samsung’s Galaxy S and Fold lineups, both of which saw strong festive sales and exchange-upgrade demand.

Low interest rates and aggressive financing schemes further boosted this segment, allowing many consumers to switch to premium models for the first time.

Brand-Wise Market Share in Q3 2025

• Apple: 28% wholesale market share by value, thanks to sustained demand for its premium lineup.

• Samsung: 23% wholesale market share by value, maintaining a strong position in both flagship and mid-range categories.

• Vivo (excluding iQOO): 20% share by volume, continuing to perform strongly in offline retail.

• iQOO: Fastest-growing smartphone brand in India, recording a 54% year-on-year increase in volume shipments.

• Motorola: Shipments up 53%, driven by the popularity of its G-series and Edge-series smartphones.

The Takeaway

The Q3 2025 results confirm that India’s smartphone market is shifting toward premiumization, with consumers increasingly favoring high-performance and feature-rich devices. As festive demand continues into the next quarter, brands like Apple, Samsung, and Vivo are expected to maintain strong sales momentum — signaling a healthy and competitive market ahead.