Despite a 4% shipment decline in Q4, India’s smartphone market grew by 5% in 2024. The fourth quarter marked an interesting shift; Apple jumped to the top five brands. What is in store for 2025?
Indian smartphone shipments dropped by 4% to 37.2 million units in Q4 2024, as vendors adjusted their inventory following the festive season, according to a recent report by Canalys. However, considering the entire year of 2024, India’s smartphone market saw a 5% growth, reaching 155.9 million units. This rise was driven mainly by the post-pandemic refresh cycle and the shift to 5G devices.

Among the brands, vivo retained its position at the top with 7.5 million units shipped, securing a 20% market share. Xiaomi followed closely in second place, shipping 5.7 million units, while Samsung took third with 5.4 million, although both faced a year-on-year (YoY) decline of 21% and 29%, respectively, in market share.
OPPO (excluding OnePlus) and Apple rounded out the top five, shipping 4.2 million and 4.0 million units respectively. Apple’s entry into the top five, with it share soaring 39% YoY marks a significant achievement, driven by strong promotional efforts and festive demand.

“In 2024, the competition in the ultra-premium segment has intensified amid aggressive launches from Android vendors. Consequently, Apple has been assertive with channel-driven promotions, particularly during competitors’ flagship launches, ahead of iPhone releases and festive seasons,” noted Sanyam Chaurasia, Senior Analyst at Canalys.
To this, Apple responded with channel-driven promotions, such as the “Buyback Program” and interest-free EMI options, which boosted consumer affordability and upgrades.
Chaurasia stated that Apple is expected to continue driving upgrades for its Pro series and expanding its reach in lower-tier cities, aiming to attract new iOS users.
Furthermore, despite weaker overall shipments in Q4, the premium segment saw sustained demand, particularly for Samsung and Apple’s previous-generation models. Samsung’s Galaxy S23 and S23 FE models performed well, and the iPhone 15 continued to attract strong consumer interest, aided by trade-in offers and extended warranties.
Looking ahead to 2025, the report forecasts modest single-digit growth for the Indian smartphone market. Growth will remain strong in the US$100 to US$200 price range, driven by 5G adoption. However, the sub-US$100 segment faces challenges, including economic pressures and increasing competition from 4G feature phones and the second-hand market.
Additionally, brands must focus on expanding their 5G offerings while managing these market uncertainties. The premium segment will face challenges from rising refurbished device popularity, and brands must optimise strategies to stimulate