Counterpoint: 1 in 5 smartphones shipped in India in 2025 were premium models

India’s Smartphone Market Hits a Plateau in 2025, But Premium Models Surge to Record Highs

In a year marked by cautious consumer spending and rising component costs, India’s smartphone market barely moved the needle in 2025, recording a modest 1% year-on-year growth in unit shipments. However, beneath the surface of this flat performance lies a seismic shift in consumer preferences—one that’s reshaping the competitive landscape and redefining what it means to be a smartphone brand in the world’s second-largest market.

According to a detailed report by Counterpoint Research, while the total number of smartphones shipped remained stagnant, the value of smartphones shipped grew by a robust 8%. This divergence points to a clear trend: Indian consumers are increasingly gravitating toward premium devices, with smartphones priced at ₹30,000 and above now accounting for 22% of total unit shipments—that’s 1 in every 5 phones sold. This marks a significant milestone in the ongoing premiumization of India’s smartphone ecosystem.

Apple’s Premium Playbook Pays Off

The premium shift has been a boon for brands that have doubled down on high-end offerings, none more so than Apple. Despite holding a relatively small share of the overall market, Apple’s iPhone 16 emerged as the best-selling individual model in India for 2025. This achievement is particularly noteworthy given the intense competition and the price-sensitive nature of the Indian market.

Apple’s strategy of focusing on premium devices has clearly resonated with Indian consumers, as the company captured 28% of the total market value—its highest-ever share in the country. This underscores a broader trend: while Apple may not dominate in terms of unit sales, its ability to command premium prices and deliver a differentiated user experience has allowed it to punch well above its weight in terms of revenue.

vivo’s Resurgence: A Masterclass in Market Adaptation

On the other end of the spectrum, vivo (excluding its iQOO sub-brand) emerged as the top smartphone brand in India by volume, capturing a 20% market share—up from 17% in 2024. This growth was driven by a combination of factors, including the enduring popularity of its Y and T series, which cater to the mid-range segment, and the explosive success of its X series.

The vivo X series was the standout performer of the year, recording a staggering 185% year-on-year growth. A key contributor to this surge was the vivo X200 FE, a feature-packed device that struck the perfect balance between performance, design, and affordability. The X200 FE’s success highlights vivo’s ability to innovate and adapt to changing consumer preferences, particularly in the premium segment.

Samsung’s Dual Strategy: Flagships and Foldables

Samsung, long a dominant force in the Indian market, retained its position as the second-largest smartphone brand in terms of volume. The company’s strategy of offering a diverse portfolio—from budget-friendly A, M, and F series devices to high-end flagships—continues to pay dividends.

One of the most significant developments for Samsung in 2025 was the record-high shipment share of its Galaxy S series. This marks a shift in consumer preferences, with more Indian buyers willing to invest in premium flagship devices. Additionally, Samsung’s foldable lineup saw unprecedented success, with the company capturing an 88% volume share in the foldable segment and recording a 28% year-on-year growth. The refreshed designs and improved functionality of the Galaxy Z Fold7 and Galaxy Z Flip7 were key drivers of this growth, solidifying Samsung’s position as the unquestioned king of foldables in India.

Oppo’s Steady Climb and the Mid-Range Push

Oppo, excluding its OnePlus sub-brand, held steady in third place with a 13% market share, up slightly from 12% in 2024. Unlike some of its competitors, Oppo’s growth was driven primarily by its A and K series, which cater to the mid-range segment, rather than its more premium Reno and Find X series. This strategy has allowed Oppo to maintain a strong presence across multiple price segments, ensuring consistent growth even as the market tilts toward premium devices.

The Chipset Battle: MediaTek vs. Qualcomm

Another key takeaway from Counterpoint’s report is the ongoing dominance of MediaTek in the Indian smartphone chipset market. In 2025, 47% of smartphones shipped in India featured MediaTek chipsets, compared to 29% with Qualcomm chips. This marks a continuation of MediaTek’s upward trajectory, driven by its ability to offer competitive performance at attractive price points. Qualcomm, while still a major player, faces increasing pressure from MediaTek’s aggressive pricing and innovation.

Looking Ahead: A Challenging 2026?

As the industry looks to 2026, Counterpoint’s forecast paints a cautious picture. The research firm projects a small decline in overall smartphone shipments, as the market absorbs the impact of rising memory and component costs. The sub-₹15,000 segment, which has traditionally been the volume driver in India, is expected to be the hardest hit. This could force brands to rethink their strategies, with a greater emphasis on premium devices and value-added features to justify higher price points.

Conclusion: A Market in Transition

India’s smartphone market in 2025 was a study in contrasts—flat in terms of volume, but dynamic in terms of value and consumer preferences. The shift toward premium devices is reshaping the competitive landscape, benefiting brands like Apple and vivo that have invested heavily in high-end offerings. At the same time, the dominance of MediaTek and the success of foldables highlight the importance of innovation and adaptability in a rapidly evolving market.

As we move into 2026, the challenge for brands will be to navigate rising costs, shifting consumer preferences, and intense competition. For now, one thing is clear: India’s smartphone market is no longer just about volume—it’s about value, and the brands that can deliver on both fronts will be the ones that thrive.

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