US-based Apple hits record 28% value share in India amid rising 'premiumisation' trend

US-based Apple has recorded its highest-ever value share of 28% in India’s smartphone market, highlighting a sharp acceleration in premiumisation as consumers increasingly shift towards higher-priced devices, according to a report by Counterpoint Research.

The rise marks a clear jump from Apple’s 23% value share in 2024 and reflects a broader structural change in the Indian smartphone market. While overall shipment volumes grew modestly in 2025, market value expanded much faster, supported by rising average selling prices and growing demand for premium models.

Counterpoint attributed Apple’s performance to strong traction for the iPhone 16 series, along with the expanding use of financing schemes and trade-in offers. Festival-led promotions and deeper channel penetration also supported revenue growth during the year. The iPhone 16 emerged as the top-shipped smartphone model in India in 2025, marking the highest-ever annual shipment share for an iPhone in the country.

India’s smartphone market grew 1% year-on-year in volume terms in 2025, while market value rose 8% YoY, its highest annual growth on record. The premium segment, defined as devices priced above Rs 30,000, was the fastest-growing category by volume. It expanded 11% YoY and accounted for 22% of total shipments, the highest share ever recorded.

“The premium segment emerged as the key growth driver,” said Tarun Pathak, Research Director at Counterpoint. “Financing has played a critical role in enabling consumers to upgrade to higher-end devices.”

Financing accounted for 40% of total smartphone volumes sold through mainline retail channels in 2025. Within the premium segment, nearly two-thirds of purchases were financed, underscoring the growing reliance on EMI options to support higher ticket sizes.

While Apple led the market in value terms, Samsung maintained a strong presence across segments. The South Korean company dominated India’s foldable smartphone market in 2025, with an 88% volume share and 28% YoY growth in foldable shipments. Samsung was also supported by its broad mass-market portfolio across the A, M and F series, alongside steady premium traction from its S series.

Among other brands, Motorola was the fastest-growing by volume in 2025, with shipments rising 54% YoY. CMF emerged as the fastest-growing sub-brand, recording 83% YoY growth.