In the soft rhythm of daily life, even a marketplace can feel like a river — at times rushing forward in bright current, at others slowing into reflective pools where the colors of change ripple gently. India’s smartphone market in 2025 was much like that river, moving with a cadence shaped by consumer preference, price consciousness, and new technological allure. Some waters shimmered with the promise of premium devices, while others quietly mirrored the enduring demand for affordable mobility.
Throughout the year, the Indian smartphone ecosystem displayed this gentle contrast. On one hand, the overall shipment volume grew modestly — about 1% year-on-year — suggesting a plateau in sheer unit movement as vendors managed elevated inventories and a somewhat cautious launch schedule. On the other, the market’s total value expanded more robustly, increasing by around 8%, underscoring a shift in the way value flows through the industry’s channels.
This divergence speaks to a subtle yet meaningful trend known in industry circles as premiumisation. It is the idea that buyers — like travelers on diverging paths — are increasingly willing to take the more costly route for a richer journey. In India’s case, over one in every five smartphones shipped in 2025 was priced above ₹30,000, a threshold that marks the premium segment. This category didn’t just inch forward; it grew at one of the fastest rates in recent memory, buoyed by financing options that have made flagship devices more attainable for many.
Amid this narrative of rising aspirations, Apple’s presence in the Indian market stood out as a particularly bright note. The company recorded its highest ever value share — about 28% — in 2025, with the iPhone 16 series emerging as one of the most widely shipped premium models. Samsung also held its ground with strong contributions from both its premium and mass-market portfolios, while brands such as vivo led in overall unit share and Motorola showed rapid growth among mid-tier alternatives.
Yet, the broader river of India’s smartphone demand was not without its quieter eddies. While premium devices created a broadening channel of value, entry-level segments faced headwinds from rising component costs and slower replacement cycles, especially in budget categories. As such, the overall volume gains were restrained even as the total value climbed.
In the evolving landscape of 2026, analysts suggest that this story may continue to unfold in layered ways — with premium devices steering value, and price-sensitive choices shaping the base of the market. The tale is not of a single current sweeping all before it, but rather a confluence where different trends meet, mingle, and reflect the nuanced needs of India’s diverse consumer base.
And so, looking at the year in measured terms: India’s smartphone market in 2025 posted mixed growth, with modest volume increases alongside stronger value gains driven by premiumization. Apple attained its highest value share on record, while vendors across segments navigated shifting demand patterns.
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Source Check Digitimes Asia Counterpoint Research (via news syndication) The Economic Times / Business Standard / NDTV Profit IBTimes / Moneycontrol Communication Today