Apple’s iPhone is taking off fast in India, shipping around 14 million units by 2025, based on market data shared exclusively with TechCrunch.
But the country’s overall smartphone market remained flat at around 152-153 million devices. That means that by 2025, Apple’s shipment market share will increase to 9%. This is 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 were driven by the iPhone product portfolio, expected demand and greater availability across sales channels, said Counterpoint Research director for devices and ecosystems, Tarun Pathak.
Apple has repeatedly pointed to India as a standout market in recent quarters, with CEO Tim Cook saying the company set an “all-time revenue record in India” in its last earnings call in October. CFO Kevan Parekh also said that the iPhone’s active install base reached its highest level in India and the company set a monthly record for upgrades, highlighting Apple’s push to expand its user base beyond just new buyers, although the company did not disclose details for India on the phone.
Beyond shipments, Apple has expanded its footprint in India by increase local production and expand its retail reach. Last month, the company open the fifth Apple Store in the country – the first in Noida – as part of their wider store expansion starting in 2023.
Apple is also sharpening its service pitch in India. Earlier this month, that is introducing Apple Creator Studio — subscription packages for creative applications such as Final Cut Pro and Logic Pro — it costs ₹399 per month ($4.35) in India. It’s about 66% cheaper than the $12.99 a month it charges in the US, underscoring how the company has adjusted its prices to increase its reach in the country.
A strong iPhone year comes with a market that has largely stopped growing. India is slated to enter its fourth consecutive year with flat shipments of around 152 million units, Counterpoint estimates, with the October-December quarter down 8-10% year-on-year despite the festive season.
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Longer replacement cycles, fewer phone users upgrading to smartphones, and the popularity of refurbished devices are among the main reasons the market has struggled to grow, Pathak told TechCrunch.
Even though shipments have largely stagnated, India’s premium segment continues to grow. Smartphones priced above ₹30,000 (about $327) will grow 15% year-on-year in 2025 and account for a record 23% of total shipments – the highest share – according to Counterpoint.
The shift is helping brands with stronger premium portfolios, including Apple, gain ground even as the mass market slows.
By volume, China’s Vivo will lead the Indian smartphone market by 2025 with 23% of shipments, per Counterpoint, followed by Samsung at 15% and Xiaomi at 13%.
Apple remains outside the top three in India by shipments despite a record year, underscoring how the market is still dominated by mass-market Android brands despite the growing number of premium devices.
Counterpoint expects the Indian smartphone market to decline by around 2% in 2026, it warned increase memory prices could reduce demand in the sub-₹15,000 (below $170) segment and force phone makers to reduce cashback offers, trim specifications or raise prices. Even so, the average selling price is forecast to increase by 5% in 2026 after a 9% increase in 2025, indicating that the premiumization trend will continue.
Apple did not respond to a request for comment.