In a year where the smartphone market in India stood largely still, one brand sprinted ahead: Apple. While the overall market held steady at around 152-153 million devices in 2025, the iPhone maker shipped approximately 14 million units, carving out its best year yet in the world's second-largest smartphone market.
This surge represents a significant victory for Apple in a market long dominated by Android devices. The company's market share climbed to a record 9% in 2025, a notable jump from 7% the previous year, according to data from Counterpoint Research. This growth is particularly impressive considering the relatively flat overall market, suggesting Apple is not just capturing new customers but also converting users from competing platforms.
The iPhone's success in India is a multifaceted story. It's not just about the allure of the Apple brand, but also about strategic execution. Counterpoint Research's director for devices and ecosystems, Tarun Pathak, attributes the gains to the iPhone's diverse product portfolio, growing aspirational demand among Indian consumers, and increased availability across various sales channels. Apple has been actively expanding its retail presence in India, both through its own stores and partnerships with local retailers, making its products more accessible to a wider audience.
Apple itself has recognized India as a key growth market. CEO Tim Cook highlighted the company's all-time revenue record in India during the last earnings call in October. CFO Kevan Parekh further emphasized the point, noting that the iPhone's active install base hit an all-time high in the country and that Apple saw a record number of users upgrading their devices. This focus on retaining existing customers and encouraging upgrades is a crucial element of Apple's strategy in India. While the company didn't disclose specific figures for India, the emphasis on upgrades suggests a growing loyalty among Indian iPhone users.
The impact of Apple's success extends beyond just sales figures. It signifies a shift in the Indian smartphone landscape. For years, the market has been characterized by budget-friendly Android devices, catering to price-sensitive consumers. Apple's growth indicates a rising demand for premium smartphones and a willingness among Indian consumers to invest in high-end devices. This trend could potentially reshape the competitive dynamics of the market, encouraging other manufacturers to focus on higher-value offerings.
Looking ahead, Apple's momentum in India is likely to continue. The company is expected to further expand its retail presence, introduce new financing options to make iPhones more affordable, and continue to innovate with its product offerings. While challenges remain, such as navigating import duties and competing with established Android brands, Apple's strong brand recognition, growing ecosystem, and strategic investments position it for continued success in the Indian market. The story of Apple in India is not just about selling iPhones; it's about tapping into a vast and increasingly affluent consumer base, and shaping the future of the smartphone market in one of the world's most dynamic economies.
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