According to GSM Arena, India’s smartphone market grew 5% in volume but exploded 18% in value during Q3 2025 compared to the same period last year. The premium segment above ₹30,000 surged 29% year-over-year, powered by strong demand for Apple and Samsung flagships. Apple broke into India’s top five smartphone brands for the first time ever, capturing 9% of volume but a massive 28% of the market’s total value. Samsung followed with 23% value share, while Vivo led volume shipments but ranked third in value. iQOO was the fastest-growing brand by volume with 54% growth, and MediaTek dominated the chipset market with 46% share.
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The Premiumization Payoff
Here’s what’s really happening: India’s smartphone market is maturing fast. That 18% value growth compared to just 5% volume increase tells you everything. People aren’t just buying more phones – they’re buying better phones. And Apple‘s positioning is absolutely brilliant when you think about it.
They’ve spent years building their brand in India, opening retail stores, and creating financing options. Now they’re harvesting that investment. Getting 28% of the entire market’s value with just 9% of shipments? That’s the premium playbook working perfectly. Basically, Apple doesn’t need to win on volume to dominate the profit pool.
Samsung’s Sticky Situation
Now look at Samsung sitting there with 23% value share. They’re still doing well, but you have to wonder how long they can maintain that premium positioning with Apple eating their lunch. Samsung has always dominated India’s smartphone market across all price segments, but the high-end is where the real money is.
And here’s the thing – when your most profitable customers start defecting to Apple, that hurts way more than losing budget shoppers to Vivo or iQOO. Samsung’s challenge now is defending that premium turf while still competing in the volume game. It’s a tricky balancing act that gets harder every quarter.
The Volume Game Heats Up
Meanwhile, the growth stories elsewhere are just as fascinating. iQOO’s 54% volume growth? Motorola’s 53% surge? These brands are absolutely crushing it in the mid-range where most Indians actually shop. They’re proving you don’t need to sell $1,000 phones to win in this market.
But can they ever break into the premium club? That’s the billion-dollar question. The Counterpoint Research report shows a market splitting into two distinct tiers – the premium players printing money and the volume fighters scrambling for margins. I don’t see that changing anytime soon.
