Apple iPhone just had a great year in India as the smartphone market remained flat

Apple’s iPhone is growing rapidly in India, shipping an estimated 14 million units in 2025, based on market data shared with TechCrunch.

However, the global mobile phone market remained stable at around 152-153 million devices. This means that throughout the year 2025, Apple’s market share has increased to 9%. That’s up from 7% in 2024, Counterpoint Research data shows, making it the strongest year yet for the iPhone as the world’s second-largest smartphone market.

The gains were driven by the iPhone product, strong demand and strong availability in retail systems, Counterpoint Research’s head of tools and natural resources, Tarun Pathak, said.

Apple has repeatedly mentioned India as a popular market in recent times, with CEO Tim Cook saying the company set an “all-time record in India” on his last phone call in October. CFO Kevan Parekh also said that iPhone installations have reached an all-time high in India and the company posted a quarter of upgrades, indicating Apple’s push to increase users beyond new buyers, although the company did not detail India’s figures for the call.

Beyond shipping, Apple has expanded its footprint in India and increasing local production and expanding its sales force. Last month, the company opened its fifth Apple Store in the country – the first in Noida – as part of a larger development it started in 2023.

Apple is also expanding its operations in India. Earlier this month, it he launched Apple Creator Studio – a subscription suite of creative software such as Final Cut Pro and Logic Pro – the price is ₹399 per month ($4.35) in India. It’s about 66% cheaper than the $12.99 a month it costs in the US, confirming how the company is changing its pricing to reach the country.

A strong year for the iPhone came against a market that has stopped growing. India is set to record its fourth consecutive year at the same level of 152 million units, according to Counterpoint, the October-December quarter was down 8-10% year-on-year despite the festive season.

Longer cycles, fewer mobile users evolving into smartphones, and the popularity of refurbished devices are some of the main reasons the market has struggled to grow, Pathak told TechCrunch.

While overall exports stagnated, India’s bulk sector continued to grow. Smartphones priced above ₹30,000 (about $327) grew 15% year-on-year in 2025 and accounted for 23% of all shipments – the largest share ever – according to Counterpoint.

This shift has helped brands with the strongest portfolios, including Apple, to profit even when the market capitalization declines.

By volume, China’s Vivo led the Indian smartphone market in 2025 with a 23% share of shipments, according to Counterpoint, followed by Samsung at 15% and Xiaomi at 13%.

Apple remained outside the top three in India in terms of shipments despite its record year, underscoring how the market is still dominated by the big Android brands even as the flagship devices grow.

Counterpoint expects the Indian smartphone market to decline by around 2% in 2026, it warns rising memory prices it could squeeze demand for the sub-₹ 15,000 (under $170) segment and force smartphone makers to cut returns, reduce demand or raise prices. Despite this, sales prices are expected to rise 5% in 2026 after a 9% increase in 2025, indicating that the return on investment will continue.

Apple did not respond to a request for comment.