Apple wins big as Indian buyers switch to premium phones, 2026 could be even bigger
Apple reportedly recorded its highest-ever value share in the Indian smartphone market last year, as consumers switched to more premium devices. With phone prices on the rise, 2026 could be an even bigger year for the Cupertino giant.
2025 was Apple’s most successful year in India, with the highest value share in smartphone shipments amongst all phonemakers. The Cupertino giant was best positioned to gain as Indian consumers switched to more premium devices. At a time when smartphone prices are set to rise, Apple could be set for an even bigger 2026.
According to Counterpoint Research, the Indian smartphone market saw record-breaking growth in the premium segment, i.e. devices that cost more than Rs 30,000. This became the largest segment this year with a market share of 22 per cent. This means that one in every five smartphone buyers in India now purchases a premium device.
And this statistic puts Apple in the driver’s seat for the Indian market. The Cupertino giant reached its highest-ever value share in the market up from 23 per cent in 2024 to 28 per cent in 2025.
Why Indian consumers are buying iPhones
Apple arguably has a luxury status in Indian society. When compared to flagship phones from other brands, an average user tends to go for the iPhone, even if they may need to pay a higher price tag. The iPhone 16 was the top-selling device in 2025, making it the most successful iPhone ever sold in the country.
The Cupertino giant is doubling down on the Indian market. Apple is aggressively improving its channel execution, penetrating deeper into smaller cities, and also expanding its reseller network. Last year, the company opened 3 new Apple stores in India in Bengaluru, Pune, and Noida.
Another aspect is financing options and festive offers. Big offers during the festive season, as well as brand promotions led to increased sales. Additionally, EMIs are becoming more accessible to Indian buyers, with the report stating around 40 per cent of all phone purchases being financed.
2026 could be even bigger for Apple
This year is expected to be a challenging time for smartphone makers in India, with a single-digit volume decline likely projected due to rising memory costs and component costs. Android makers are facing the brunt of the rising prices, and we have already started seeing new smartphones being more expensive than before.
The iQOO 15 for example was launched at Rs 72,999, compared to the Rs 54,999 starting price of its predecessor.
On the other hand, Apple has managed to keep prices relatively stable. Yes, the iPhone 17 starts at Rs 82,900, an increase of Rs 3,000 from the iPhone 16. But the base model of the iPhone also comes with double the storage you got on the base model of the older model.
The increasing prices of Android flagships could make iPhones appear as a more viable option. We have extensively used the iPhone 17, and found that the device addresses everything you’d usually expect from a flagship device. Thus, in 2026, we may see more people potentially making the switch from Android to the iPhone as the market pushes towards more premium products.
2025 was Apple’s most successful year in India, with the highest value share in smartphone shipments amongst all phonemakers. The Cupertino giant was best positioned to gain as Indian consumers switched to more premium devices. At a time when smartphone prices are set to rise, Apple could be set for an even bigger 2026.
According to Counterpoint Research, the Indian smartphone market saw record-breaking growth in the premium segment, i.e. devices that cost more than Rs 30,000. This became the largest segment this year with a market share of 22 per cent. This means that one in every five smartphone buyers in India now purchases a premium device.
And this statistic puts Apple in the driver’s seat for the Indian market. The Cupertino giant reached its highest-ever value share in the market up from 23 per cent in 2024 to 28 per cent in 2025.
Why Indian consumers are buying iPhones
Apple arguably has a luxury status in Indian society. When compared to flagship phones from other brands, an average user tends to go for the iPhone, even if they may need to pay a higher price tag. The iPhone 16 was the top-selling device in 2025, making it the most successful iPhone ever sold in the country.
The Cupertino giant is doubling down on the Indian market. Apple is aggressively improving its channel execution, penetrating deeper into smaller cities, and also expanding its reseller network. Last year, the company opened 3 new Apple stores in India in Bengaluru, Pune, and Noida.
Another aspect is financing options and festive offers. Big offers during the festive season, as well as brand promotions led to increased sales. Additionally, EMIs are becoming more accessible to Indian buyers, with the report stating around 40 per cent of all phone purchases being financed.
2026 could be even bigger for Apple
This year is expected to be a challenging time for smartphone makers in India, with a single-digit volume decline likely projected due to rising memory costs and component costs. Android makers are facing the brunt of the rising prices, and we have already started seeing new smartphones being more expensive than before.
The iQOO 15 for example was launched at Rs 72,999, compared to the Rs 54,999 starting price of its predecessor.
On the other hand, Apple has managed to keep prices relatively stable. Yes, the iPhone 17 starts at Rs 82,900, an increase of Rs 3,000 from the iPhone 16. But the base model of the iPhone also comes with double the storage you got on the base model of the older model.
The increasing prices of Android flagships could make iPhones appear as a more viable option. We have extensively used the iPhone 17, and found that the device addresses everything you’d usually expect from a flagship device. Thus, in 2026, we may see more people potentially making the switch from Android to the iPhone as the market pushes towards more premium products.