Apple set to reach double-digit smartphone share in India

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Apple's India market share rise

Highlights

Apple's iPhone 18 Pro series is experiencing nearly 20% higher demand than the iPhone 17 series, supporting a projected 10% India market share in 2026, up from 4% in 2022.
Despite raising prices to 164,900 rupees (about $1,700), Apple gained share in India's June quarter as Chinese rivals lost ground, leveraging premium positioning and affordability tools.
Apple sold 14.4 million iPhones in India in 2025, representing 16% year-on-year growth and outpacing the Asia Pacific regional average of 12%.

iPhone 18 demand drives market share gains

As reported by CNBC, Apple is poised to expand its share of India’s smartphone market after strong early demand for the iPhone 18 Pro and Pro Max, with researchers expecting the brand to reach double-digit annual share in 2026.

Long queues formed outside Apple stores in Mumbai, Delhi and Bengaluru last Friday as buyers sought to be among the first to purchase the new devices. Some customers reportedly waited more than 10 hours, while others traveled from smaller cities to upgrade to the latest iPhone.

Tarun Pathak, research director at Counterpoint Research, told CNBC that Apple’s volume market share is likely to hit 10% in 2026, up from 4% in 2022. He added that initial channel checks show the iPhone 18 Pro series is seeing nearly 20% higher demand than the iPhone 17 series a year earlier.

Premium pricing strategy reshapes competition

India is the world’s second-largest smartphone market by volume, and June-quarter data from IDC and Counterpoint Research show that four of the top five brands in the country are Chinese. Vivo leads with about 18% market share, followed by Samsung, but rising global chip costs are pushing affordable smartphone makers to raise prices.

Apple has also increased prices in India and introduced more expensive models, yet IDC India senior research manager Upasana Joshi says that dynamic may reinforce the brand’s premium appeal rather than weaken demand. She says growth may moderate, but demand should remain steady despite higher India pricing.

IDC data show that most Chinese brands lost market share in the June quarter, while Apple and Samsung gained ground. Pathak says Apple is benefiting from India’s premiumization trend and from affordability tools such as zero-cost monthly installments and student offers, which narrow the gap between aspiration and affordability.

The iPhone 18 Pro sells for 164,900 rupees, about $1,700, in a country with per capita annual GDP of $2,800. With zero-cost monthly payments, consumers can spread the purchase over 12 months at less than 10% of the phone’s price each month.

Apple sold 37.2 million iPhones in Asia Pacific excluding China and Japan in 2025, according to IDC, and 14.4 million of those units were sold in India. iPhone sales in India grew 16% in 2025, compared with the regional average growth rate of 12%.

Our earlier coverage of Secretary Marco Rubio’s meeting with Indian External Affairs Minister S. Jaishankar outlined how Washington and New Delhi reviewed strategic priorities, Middle East developments, and potential sanctions exposure linked to economic engagement with Russia and Iran. We also noted the U.S. message on supporting partners with energy security, underscoring how geopolitical and sanctions risks remain a key backdrop for business and investment decisions tied to India’s international ties.

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