India Smartphone Market Flat at 152 Million Units in 2025, With 2026 Volumes Expected to Fall

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According to the International Data Corporation’s (IDC) Worldwide Quarterly Mobile Phone Tracker, India’s smartphone market closed 2025 on a flat note, growing marginally by 0.5% year-over-year to reach 152 million units. Following a subdued start to the year, shipments rebounded during the mid-year quarters (2Q–3Q25) before easing again in the final quarter. Shipments declined 5% YoY to 34 million units in the fourth quarter of 2025 (4Q25), as post-festive inventory normalization and cautious consumer spending weighed on demand.

India remained Apple’s fourth-largest global market in 2025, after the USA, China, and Japan, as the company reached a record 14 million shipments in the country, growing 16% YoY — the fastest growth among its top five global markets. Apple ranked fifth in India’s overall smartphone market with a 10% volume share while capturing a leading 29% share by value in 2025. Strong performance was driven by the iPhone 16, which accounted for 4% of total smartphone shipments in India during 2025.

“Contrary to the typical post-festive pattern of extended discounting and inventory clearance, the fourth quarter of 2025 recorded a notable increase in average selling prices (ASPs), which rose 4% year-over-year to US$279. This upward pressure on pricing, impacting both new and existing models, was driven by rising memory costs and a depreciating rupee. Together, these factors dampened consumer demand,“ said Aditya Rampal, Senior Research Analyst, Devices Research, IDC Asia Pacific.

Key Highlights for 2025:

Smartphone average selling prices (ASPs) rose 8% YoY to a record US$282 in 2025, driven by higher component costs and sustained consumer demand for premium and feature-rich models.

Entry-Level (Sub-US$100):

The entry-level segment grew strongly by 18% YoY, expanding its share to 16% from 14% a year earlier. Xiaomi and vivo led the category, together accounting for over 40% of shipments. Motorola recorded the fastest growth in this segment, with shipments increasing nearly 2.4 times.

Mass-Budget (US$100–US$200):

Shipments in the mass-budget segment declined 8% YoY, reducing its market share from 44% to 41%. Among the top five brands, vivo, OPPO, and Motorola gained share, with the vivo T4X and OPPO A5 emerging as the top-shipped models.

Entry-Premium (US$200–US$400):

The entry-premium segment registered a 5% YoY decline in shipments, with its share easing from 28% to 26%. Despite the overall segment contraction, vivo, Samsung, and Motorola posted strong growth. The Motorola Edge 60 Fusion was the highest-shipped model in this price band.

Mid-Premium (US$400–US$600):

The mid-premium segment expanded 23% YoY, increasing its share from 4% to 5% in 2025. Apple led the segment, followed by Samsung and OPPO. Key models driving shipments included the OPPO Reno 13 Pro, iPhone 13, and Samsung Galaxy A56/S24.

Premium (US$600–US$800):

The premium segment recorded the fastest growth at 37% YoY, with its share rising from 4% to 5%. Apple dominated the category with a 74% share, led by the iPhone 16, iPhone 15, and iPhone 17, which together accounted for over 65% of shipments.

Super-Premium (US$800 and above):

The super-premium segment grew 7% YoY, with its share steady at 7%. Apple maintained leadership with a 63% share, while Samsung’s shipments increased by 1.8x, lifting its share to 34%. The segment was primarily driven by the iPhone 16 and Samsung Galaxy S24 Ultra/S25 Ultra models.

Qualcomm-based smartphone shipments grew 23% YoY in 2025, increasing their market share to 30%. This growth was largely driven by strong shipments of Xiaomi/POCO/OPPO/Nothing devices. In contrast, MediaTek’s share declined to 46%, down from 54% a year ago, following a 15% YoY drop in shipments.

The offline channel recorded its highest shipment levels in the past six years, growing 12% YoY and expanding its market share to 57%, up from 51% in 2024. In contrast, the online channel’s share declined to 43% from 49%, with shipments falling 12% YoY. A balanced omnichannel strategy, supported by attractive trade margins and consistent cross-channel pricing, fueled steady offline expansion throughout 2025. While e-tailers remained competitive, the most aggressive festive-season promotions were concentrated in the premium segment, leaving entry-level and lower mid-range Android smartphones facing weaker upgrade demand.

The top three vendor rankings remained unchanged in 2025, with vivo strengthening its leadership through a diversified product portfolio and a well-executed omnichannel strategy. Samsung followed, supported by its premium-focused approach, while OPPO retained its position on the back of a strong offline presence. As Xiaomi’s market share declined, brands such as realme, Motorola, and iQOO capitalized on the shift to improve their rankings. Additionally, Nothing emerged as the fastest-growing brand in 2025, posting a significant 45% YoY increase. According to IDC, scale and diversification emerged as key success factors in 2025: vendors with broad channel reach were better able to sustain volumes, whereas those heavily reliant on the entry-level segment faced mounting pressures.

“Despite stagnant shipments in a challenging 2025, India’s smartphone market delivered a strong 9% year-over-year value growth, driven by continued premiumization across both new and older flagship models. Looking ahead, IDC expects volumes to contract in 2026 amid an unprecedented global memory shortage. However, sustained premium demand and finance-led purchasing are likely to support value growth even as shipments soften. Recent price increases in the Android ecosystem also point toward market consolidation, where scale will be critical for vendors to secure supply and manage pricing,” said Upasana Joshi, Senior Research Manager, Devices Research, IDC Asia Pacific.