Apple’s iPhone Achieves Unprecedented Success in India Amidst Stagnant Smartphone Market
In 2025, Apple experienced a remarkable surge in iPhone sales within India, shipping approximately 14 million units. This significant increase elevated Apple’s market share to a record 9%, up from 7% in 2024, marking its most successful year in the Indian smartphone market to date. This growth is particularly noteworthy given that the overall smartphone market in India remained relatively flat, with total shipments hovering around 152–153 million devices.
Several factors contributed to this impressive performance. The diverse iPhone product lineup, coupled with growing aspirational demand among Indian consumers, played a pivotal role. Additionally, Apple’s strategic expansion across various sales channels enhanced its accessibility and appeal. Tarun Pathak, Director for Devices and Ecosystems at Counterpoint Research, highlighted these elements as key drivers behind Apple’s success.
Apple’s commitment to the Indian market has been evident in recent quarters. CEO Tim Cook emphasized this during the company’s earnings call in October, noting that Apple achieved an all-time revenue record in India. Furthermore, CFO Kevan Parekh reported that the active install base for iPhones in India reached an all-time high, with a record number of upgraders, underscoring Apple’s efforts to expand its user base beyond new buyers.
Beyond increasing shipments, Apple has been actively enhancing its presence in India through local manufacturing initiatives and retail expansion. In December, the company inaugurated its fifth Apple Store in the country, located in Noida, as part of a broader retail strategy that commenced in 2023. This expansion aims to bring Apple products closer to consumers and provide a more personalized shopping experience.
In addition to hardware, Apple is focusing on strengthening its services in India. Earlier this month, the company introduced the Apple Creator Studio, a subscription bundle offering creative applications like Final Cut Pro and Logic Pro. Priced at ₹399 per month (approximately $4.35), this offering is about 66% cheaper than the $12.99 monthly fee in the U.S., reflecting Apple’s strategy to tailor pricing and deepen its market penetration in India.
This record-breaking year for the iPhone occurred against the backdrop of a stagnant overall smartphone market in India. Counterpoint Research estimates that the market has maintained a consistent shipment level of around 152 million units for the fourth consecutive year. Notably, the October–December quarter saw a year-over-year decline of 8–10%, despite the festive season, indicating challenges in market growth.
Apple’s success in India is further underscored by the performance of specific models. The iPhone 16 emerged as the most popular smartphone in the country in 2025, with approximately 6.5 million units sold in the first 11 months. This achievement signifies a shift in consumer preferences in a market traditionally dominated by entry-level and mid-range Android devices. The iPhone 15 also secured a position among the top five best-selling smartphones of the year, highlighting the growing acceptance of premium devices among Indian consumers.
The company’s local manufacturing efforts have also contributed to its success. In the first quarter of 2025, Apple shipped over 3 million ‘Made in India’ iPhones, marking a significant increase from 2.21 million units in the same period the previous year. This growth underscores the effectiveness of Apple’s affordability initiatives, including interest-free monthly installments, cashback offers, and substantial online retail discounts, which have fueled double-digit growth in the premium smartphone segment.
Looking ahead, industry analysts project continued growth for Apple in India. iPhone shipments are expected to reach between 14 and 15 million units in 2025, driven by festive season launches, aggressive pricing, and strong demand for the iPhone 17 series. This anticipated growth will help Apple maintain its leadership in the premium smartphone category and strengthen its position among the top five brands by overall volume.
Apple’s strategic focus on India, encompassing local manufacturing, retail expansion, and tailored services, has positioned the company for sustained growth in the world’s second-largest smartphone market. As consumer preferences continue to evolve, Apple’s commitment to innovation and accessibility is likely to drive further success in the region.
