As the festive cheer sparks record smartphone sales in India, Apple steals the spotlight with its strongest-ever quarter, pushing the market to a five-year high.
India’s smartphone market surged to a five-year high in the festive third quarter of 2025 (3Q25), growing 4.3% year-on-year (YoY) to 48 million units, according to a report by the International Data Corporation (IDC).
The data reflected that the rise was driven by strong demand for premium smartphones, although weaker sales of entry-level models and higher average selling prices (ASPs) tempered overall momentum.
Among the vendors, Apple achieved its best-ever quarter in India, shipping 5 million iPhones, up 25.6% YoY, and ranking fourth in the market for the first time. The iPhone 16 emerged as the most shipped model, accounting for 5% of total market volumes.
The iPhone 17 series and iPhone Air also made a record-breaking debut, contributing 16% of Apple’s quarterly shipments, marking its strongest launch quarter since 2021.
“Aggressive festive promotions and flexible financing options drove strong shipment volumes in Q3 2025. However, consumer demand remained concentrated in the premium segment, leaving the mass market under pressure and resulting in a significant inventory build-up heading into Q4 2025,” noted Upasana Joshi, senior research manager, Devices Research, IDC Asia Pacific.
According to IDC, average smartphone prices climbed 13.7% YoY to reach a record US$294, reflecting the market’s growing shift toward premium devices.
The premium (US$600–800) segment grew 43.3% YoY, raising its share to 6%, led by Apple’s iPhone 15, 16, and 17 models. The super-premium segment (above US$800) posted the fastest growth at 52.9%, with Apple reclaiming leadership from Samsung at 66% share versus 31%.
In contrast, the mass-budget range (US$100–200) dropped 8.8% YoY, and the entry-premium segment (US$200–400) slipped 4.9%. Meanwhile, the mid-premium range (US$400–600) rose 10.7%, driven by Samsung’s Galaxy S24 and OPPO’s mid-tier devices.
Offline sales saw a sharp 21.8% YoY increase, raising their market share to 56.4%, while online sales fell 12%, now accounting for 43.6%.
vivo maintained its leadership for the seventh straight quarter, supported by a diverse portfolio and strong retail presence. OPPO climbed to second place, overtaking Samsung, while Motorola and Apple recorded the fastest growth rates at 52.4% and 25.6%, respectively.
IDC expects a slowdown in Q4 2025, with total yearly smartphone shipments likely to fall below 150 million units due to high inventories and rising component costs.
Joshi explained, “This surplus has been further exacerbated by rising component costs, particularly in memory and currency fluctuations, prompting brands to raise prices post-Diwali.”
