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 rising, 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 among all phone makers. The Cupertino giant was best positioned to benefit as Indian consumers switched to more premium devices. At a time when smartphone prices are set to rise, Apple may be gearing up for an even bigger budget by 2026.
According to Counterpoint Research, the Indian smartphone market saw record-breaking growth in the premium segment, i.e. devices priced above Rs 30,000. It became the largest segment this year with 22 percent market share. This means that one in five smartphone buyers in India now buys a premium device.
And this figure puts Apple in the driver’s seat for the Indian market. The Cupertino giant reached its highest-ever value share in the market, rising from 23 percent in 2024 to 28 percent in 2025.
Why are Indian consumers buying iPhone?
Apple certainly enjoys the status of a luxury in Indian society. When compared to flagship phones from other brands, an average user prefers to buy an iPhone even if they have to pay a higher price. The iPhone 16 was the best-selling device of 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.
The second aspect is financing options and festive offers. There was an increase in sales due to big offers as well as brand promotions during the festive season. Additionally, EMIs are becoming more accessible to Indian buyers, with reports saying that around 40 percent of all phone purchases are being financed.
2026 could be even bigger for Apple
This year is expected to be a challenging time for smartphone makers in India, with single-digit volume declines likely due to rising memory costs and component costs. Android manufacturers are facing the brunt of rising prices, and we’ve already started seeing new smartphones more expensive than before.
For example, the iQOO 15 was launched at Rs 72,999, while its predecessor had a starting price of Rs 54,999.
Apple, on the other hand, has managed to keep prices relatively stable. Yes, the iPhone 17 price starts at Rs 82,900, which is Rs 3,000 more than the iPhone 16. But the base model of the iPhone also comes with twice the storage of the base model of the older model.
The rising prices of Android flagships may make iPhones appear as a more viable alternative. We’ve used the iPhone 17 extensively, and found that the device addresses everything you’d typically expect from a flagship device. Thus, in 2026, we could potentially see more people switching from Android to iPhone as the market moves towards more premium products.