Apple’s iPhone is rapidly gaining ground in India, with around 14 million units shipped in 2025, according to market data shared exclusively with TechCrunch.
However, the overall domestic smartphone market has largely stagnated at around 152 to 153 million units. This means that Apple’s market share in shipments has increased to a record 9% throughout 2025. That’s up from 7% in 2024, according to data from Counterpoint Research, making it the iPhone’s strongest year in the world’s second-largest smartphone market by sales.
“The increase is driven by iPhone’s product portfolio, growing aspirational demand, and expanded availability across sales channels,” said Tarun Pathak, director of devices and ecosystems at Counterpoint Research.
Apple has repeatedly pointed to India as a standout market during recent quarters, with CEO Tim Cook saying the company set “an all-time sales record in India” during its last earnings call in October. CFO Kevan Parekh also said that the iPhone’s active installed base has hit an all-time high in India and the company has set a quarterly record for upgrades. This highlighted Apple’s efforts to expand its user base beyond new buyers, although the company did not disclose detailed figures for India in the call.
In addition to shipments, Apple has been expanding its presence in India by strengthening local manufacturing and expanding its retail footprint. Last month, the company opened its fifth Apple Store in the country (the first in Noida) as part of its broader retail expansion that begins in 2023.
Apple is also strengthening its service promotion in India. Earlier this month, Apple launched Apple Creator Studio, a subscription bundle of creative apps like Final Cut Pro and Logic Pro, in India for ₹399 ($4.35) per month. That’s about 66% cheaper than the $12.99 per month it charges in the U.S., highlighting how the company is adjusting its pricing to expand its presence in the country.
That strong iPhone year came against a market where growth had all but stalled. Despite the festive season, India is expected to record its fourth consecutive record year with nearly flat shipments of 152 million units in the October-December quarter, down 8-10% year-on-year, Counterpoint estimates.
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Longer replacement cycles, fewer feature phone users upgrading to smartphones, and increasing popularity of refurbished devices are some of the key reasons why the market is struggling to grow, Pathak told TechCrunch.
India’s premium segment continued to expand even as overall shipments remained stagnant. According to Counterpoint, smartphones priced above ₹30,000 (approximately $327) grew 15% year-on-year in 2025 and accounted for 23% of total shipments (highest share ever).
These changes have helped brands with stronger premium portfolios, including Apple, position themselves even as the mass market slows.
In terms of volume, China’s Vivo leads the Indian smartphone market with a 23% shipment share in 2025, followed by Samsung Electronics with 15% and Xiaomi with 13%, according to Counterpoint.
Despite a record year, Apple remains just outside the top three in India by shipments, highlighting that the market is still dominated by the mass-market Android brand even though premium devices are gaining share.
Counterpoint expects India’s smartphone market to decline by around 2% in 2026, warning that rising memory prices could reduce demand in the sub-$15,000 (sub-$170) segment and force phone manufacturers to cut cashback offers, reduce specifications or increase prices. Nevertheless, the average selling price is expected to rise 9% in 2025 and 5% in 2026, so the premium trend is expected to continue.
Apple did not respond to a request for comment.
