India’s smartphone market reached a five-year high in the festive third quarter of 2025 (3Q25), shipping 48 million units, a 4.3% year-on-year (YoY) increase, driven by surging demand for premium smartphones, according to the latest data from the International Data Corporation (IDC).
The growth was propelled by record-breaking sales of high-end devices from Apple and Samsung, aided by aggressive discounting and upgrade programs during the festive season. However, the overall momentum was tempered by weak demand in the entry-level Android segment and a rise in average selling prices (ASPs), signaling the Indian market’s continued tilt toward higher-value devices.
Apple posted its highest-ever quarterly shipments in India, with 5 million iPhones sold during the quarter — a 25.6% jump YoY — securing the fourth position in the market for the first time. The iPhone 16 was India’s most-shipped smartphone, accounting for 5% of total shipments, while the newly launched iPhone 17 series and iPhone Air collectively contributed 16% of Apple’s total Q3 shipments, marking its strongest launch-quarter performance since 2021.
IDC attributed the robust quarter to a mix of deep discounts on previous-generation flagship devices, flexible payment schemes, and trade-in programs across online and offline platforms. “eTailers relied heavily on discount-led sales of older premium models from Apple and Samsung, which significantly boosted overall volumes,” said Aditya Rampal, Senior Research Analyst, IDC Asia/Pacific.
India’s average smartphone selling price hit an all-time high of $294, up 13.7% YoY, reflecting the market’s shift to costlier models.
The premium (₹50,000–₹65,000) and super-premium (above ₹65,000) segments saw the sharpest expansion, growing 43.3% and 52.9% YoY, respectively. Apple dominated both categories with a 66% share in the super-premium tier, reclaiming the top spot from Samsung. Key drivers included the iPhone 16 Pro, iPhone 17, and Galaxy S24 Ultra.
In contrast, mid-tier Android phones saw subdued performance. The mass-budget segment (₹8,000–₹16,000) contracted 8.8% YoY, while entry-premium models (₹16,000–₹33,000) slipped 4.9%, highlighting weak replacement demand and squeezed margins for OEMs. Only the mid-premium range (₹33,000–₹50,000) managed modest growth of 10.7%, aided by Samsung’s Galaxy S24 and OPPO’s strong channel partnerships.
Chipset trends also shifted notably. Qualcomm-powered smartphones saw shipments surge 17.9% YoY, capturing 29.2% market share, while MediaTek’s share fell to 46% from 53.1% a year earlier, as OEMs leaned toward higher-performance configurations for mid- and premium-tier devices.
On the distribution front, offline channels outperformed online platforms. Shipments through retail outlets jumped 21.8% YoY, expanding their share to 56.4%, up from 48.3% last year. Meanwhile, online shipments fell 12%, with market share slipping to 43.6%. IDC said brands offered generous margins and festive schemes to offline partners, helping sustain momentum despite tepid rural demand.
Among individual brands, vivo retained the top spot for the seventh straight quarter, supported by a broad portfolio across price segments and balanced channel presence. OPPO climbed to second, overtaking Samsung on the back of aggressive offline promotions and trade schemes. Motorola registered the fastest growth at 52.4% YoY, while Apple maintained strong double-digit growth.
IDC analysts cautioned that despite the festive spike, the market could face a slowdown in the final quarter. “Aggressive festive promotions and flexible financing options drove strong shipment volumes in Q3 2025. However, consumer demand remained concentrated in the premium segment, leaving the mass market under pressure,” said Upasana Joshi, Senior Research Manager, IDC Asia Pacific.
She added that inventory build-up, rising component costs, and currency fluctuations have prompted brands to raise prices post-Diwali. As a result, IDC expects Q4 shipments to decline year-over-year, bringing annual smartphone shipments below 150 million units for 2025 — marking a full-year contraction for the Indian market.
The growth was propelled by record-breaking sales of high-end devices from Apple and Samsung, aided by aggressive discounting and upgrade programs during the festive season. However, the overall momentum was tempered by weak demand in the entry-level Android segment and a rise in average selling prices (ASPs), signaling the Indian market’s continued tilt toward higher-value devices.
Apple posted its highest-ever quarterly shipments in India, with 5 million iPhones sold during the quarter — a 25.6% jump YoY — securing the fourth position in the market for the first time. The iPhone 16 was India’s most-shipped smartphone, accounting for 5% of total shipments, while the newly launched iPhone 17 series and iPhone Air collectively contributed 16% of Apple’s total Q3 shipments, marking its strongest launch-quarter performance since 2021.
IDC attributed the robust quarter to a mix of deep discounts on previous-generation flagship devices, flexible payment schemes, and trade-in programs across online and offline platforms. “eTailers relied heavily on discount-led sales of older premium models from Apple and Samsung, which significantly boosted overall volumes,” said Aditya Rampal, Senior Research Analyst, IDC Asia/Pacific.
India’s average smartphone selling price hit an all-time high of $294, up 13.7% YoY, reflecting the market’s shift to costlier models.
The premium (₹50,000–₹65,000) and super-premium (above ₹65,000) segments saw the sharpest expansion, growing 43.3% and 52.9% YoY, respectively. Apple dominated both categories with a 66% share in the super-premium tier, reclaiming the top spot from Samsung. Key drivers included the iPhone 16 Pro, iPhone 17, and Galaxy S24 Ultra.
In contrast, mid-tier Android phones saw subdued performance. The mass-budget segment (₹8,000–₹16,000) contracted 8.8% YoY, while entry-premium models (₹16,000–₹33,000) slipped 4.9%, highlighting weak replacement demand and squeezed margins for OEMs. Only the mid-premium range (₹33,000–₹50,000) managed modest growth of 10.7%, aided by Samsung’s Galaxy S24 and OPPO’s strong channel partnerships.
Chipset trends also shifted notably. Qualcomm-powered smartphones saw shipments surge 17.9% YoY, capturing 29.2% market share, while MediaTek’s share fell to 46% from 53.1% a year earlier, as OEMs leaned toward higher-performance configurations for mid- and premium-tier devices.
On the distribution front, offline channels outperformed online platforms. Shipments through retail outlets jumped 21.8% YoY, expanding their share to 56.4%, up from 48.3% last year. Meanwhile, online shipments fell 12%, with market share slipping to 43.6%. IDC said brands offered generous margins and festive schemes to offline partners, helping sustain momentum despite tepid rural demand.
Among individual brands, vivo retained the top spot for the seventh straight quarter, supported by a broad portfolio across price segments and balanced channel presence. OPPO climbed to second, overtaking Samsung on the back of aggressive offline promotions and trade schemes. Motorola registered the fastest growth at 52.4% YoY, while Apple maintained strong double-digit growth.
IDC analysts cautioned that despite the festive spike, the market could face a slowdown in the final quarter. “Aggressive festive promotions and flexible financing options drove strong shipment volumes in Q3 2025. However, consumer demand remained concentrated in the premium segment, leaving the mass market under pressure,” said Upasana Joshi, Senior Research Manager, IDC Asia Pacific.
She added that inventory build-up, rising component costs, and currency fluctuations have prompted brands to raise prices post-Diwali. As a result, IDC expects Q4 shipments to decline year-over-year, bringing annual smartphone shipments below 150 million units for 2025 — marking a full-year contraction for the Indian market.
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