India’s smartphone market witnessed a solid rebound in the third quarter of 2025, showing renewed momentum ahead of the festive season. According to the latest Counterpoint Research Q3 2025 Market Monitor Report, India smartphone shipments Q3 2025 grew 5% YoY by volume and an impressive 18% YoY in value—marking the highest-ever quarterly market value recorded in the country’s smartphone history.
While mid-range brands continued to dominate volumes, Apple’s entry into the list of top five smartphone makers in India for the first time by shipment volume signals a significant shift — India’s smartphone market is now officially in its “premiumisation” phase.
Steady Volume Growth, Strong Value Growth
During Q3 2025, between July and September, India’s smartphone industry shipped around 44–46 million units, up 5% YoY over Q3 2024. However, the real story lies in value growth, which jumped 18% YoY, reflecting consumers’ growing preference for higher-end models.
The ASP saw a year-over-year increase of 13% due to strong demand in the premium and ultra-premium segments. Easy financing schemes, trade-in programs, and aggressive festive offers from online and offline retailers have also aided the momentum of the market.
According to Counterpoint, a combination of recovering consumer confidence, strong festive season inventory build-up, and a shift towards feature-rich smartphones drove the market’s resurgence.
Apple’s Historic Entry into the Top 5
For the first time, Apple broke into India’s top five smartphone brands by shipment volume, capturing about 9% share of the total units sold during Q3 2025. This milestone underscores the growing appetite among Indian consumers for premium devices.
In value terms, Apple completely dominated, commanding an estimated 28% share of the total smartphone market value — making it the undisputed leader in the premium category.
It was propelled by strong sales of the iPhone 15 and iPhone 15 Pro series, besides ongoing sales of older models like the iPhone 13 and 14 at reduced prices. The company’s aggressive financing options, trade-in offers, and expanded retail network, including Apple’s flagship stores in Delhi and Mumbai, played a key role in this success.
In addition, Apple’s increasing Make in India strategy and local assembly of iPhones have helped the brand optimize supply and pricing, making premium iPhones more accessible to Indian consumers.
Market Leaderboard: vivo, Samsung, Apple Lead the Charge
During Q3 2025, vivo maintained its top position with around 20%, excluding its sub-brand iQOO, thanks to good offline channel performance and popular models in the ₹15,000–₹25,000 price bracket.
Samsung maintained its lead in the upper mid-range and premium segments, holding 23% in value share. The strong demand for Galaxy S24 series, A-series 5G phones, and its foldable lineup of Galaxy Z Fold 6 and Z Flip 6 contributed to this. Samsung’s continued emphasis on design, innovation in camera technology, and AI-driven features has gained it a loyal customer following in India.
OPPO, excluding OnePlus, had secured around 13% market share, supported by its Reno and F series. Xiaomi’s volume share, on the other hand, was down from 11% to approximately 8% YoY, mainly due to weaker performance in the budget segment and increased competition from Realme, vivo, and Samsung.
OnePlus also continued to impress in the premium mid-tier, driven by its successful OnePlus 13 and Nord 4 series, which appeal to end-users seeking flagship-level performance at competitive prices.
Premium Segment: The Fastest-Growing Category
The most striking takeaway from the Counterpoint report has to do with 29% YoY shipment growth in the premium segment: smartphones priced above ₹30,000. This category now contributes more than a quarter of the total market value in India.
Consumers are considering smartphones more as long-term investments wherein they are seeking top-of-the-line performance, superior camera systems, and longer software support. Flexible EMI schemes, exchange programs, and bank discounts have bridged the gap between mid-range and premium purchases.
This premium surge has been led by Apple, Samsung, and OnePlus — brands that have succeeded in tapping aspirational buyers beyond metro cities. Even Tier-2 and Tier-3 cities are now seeing higher uptake of premium devices, driven by better retail penetration and financing options.
Chipset Trends: MediaTek Leads, Qualcomm Follows
Regarding the chipset distribution, MediaTek continued to lead the Indian smartphone market with a 46% shipment share, as it powered a wide range of affordable and mid-tier devices.
The Qualcomm Snapdragon processors held around 29% share, with a strong presence in performance-oriented and flagship smartphones from the likes of OnePlus, Samsung, and iQOO.
The increased adoption of 5G and AI-enhanced features in mid-range phones is pushing innovation at both ends of the chipset spectrum and ultimately benefits consumers by bringing better performance and power efficiency at lower price points.
India smartphone shipments Q3 2025 Growth Drivers
1. Festive Season Momentum
Q3 usually falls in the pre-Diwali festive build-up period when brands and retailers stock up aggressively to meet high consumer demand. Attractive offers, cashback deals, and online sales events boosted shipment volumes across all price segments.
2. Financing & Trade-in Programs
This has indeed led to very affordable premium devices, especially in Tier-2 and Tier-3 cities, with the availability of flexible payment models such as zero-cost EMIs, buyback guarantees, and trade-in offers.
3. Make in India and Local Assembly
Brands like Apple, Samsung, and Xiaomi have deepened their local manufacturing footprints, enabling cost optimization with better supply stability while aligning with India’s “Make in India” initiative.
4. Technology Upgrade Cycle
The transition from 4G to 5G accelerated the replacement cycles for smartphones, as more consumers upgraded to 5G-enabled handsets. More affordable 5G chipsets manufactured by MediaTek and Qualcomm have broadened access to this next-gen connectivity.
What’s Next: A Countdown to 2026
Moving toward 2026, the smartphone landscape in India will likely continue to favor value growth over volume growth. Though shipments may stabilize, the proportion of mid-range and premium devices is expected to rise even further.
Counterpoint forecasts that India’s premium smartphone segment could grow by over 30% annually through 2026, as consumers continue upgrading to devices with better AI capabilities, high refresh-rate displays, and advanced imaging systems.
Additionally, AI integration in mobile devices is going to emerge as a key differentiator, especially in photography, voice interaction, and productivity. Brands that can offer AI-powered experiences within mid-range price bands may capture the next wave of growth. Apple’s deepening local manufacturing, Samsung’s innovation leadership, and Vivo’s offline dominance continue to shape the market. Chinese brands such as Xiaomi, OPPO, and Realme are attempting to recapture the lost grounds by refreshing their products and offering them at competitive prices.
Conclusion
India’s smartphone market in Q3 2025 has reached an important juncture whereby volume stability meets value-driven transformation. Modest 5% YoY growth in shipments coupled with an 18% jump in market value underlines a rapidly maturing market. With Apple’s historic entry into the top five smartphone makers, the focus clearly shifts from affordability to aspiration. The Indian consumer is ready to invest more in quality, performance, and brand experience—a trend that will define the next chapter of India’s smartphone revolution.
