People are increasingly spending more funds on acquiring new mobile devices in India
The Indian smartphone market is experiencing a significant shift towards premium devices, as consumers increasingly value advanced cameras, AI capabilities, 5G connectivity, and better performance. This trend is evident in the 78.6% growth in shipments of smartphones priced between $600 and $800 in early 2025, driven by the popularity of Apple's iPhone 16 and Samsung’s Galaxy S25 series.
This premiumization trend is impacting market shares across brands in notable ways. Apple and Samsung dominate the premium and super-premium segments, with Samsung slightly overtaking Apple in the super-premium segment (> $800). Vivo, on the other hand, leads the overall market share in India with 19%, primarily leveraging affordable 5G models and a strong presence in mid and budget segments.
In the high-end market, Apple and Samsung are the clear favourites, with Samsung slightly overtaking Apple in the super-premium segment (> $800), capturing 49% market share compared to Apple’s 48%, driven by strong demand for Samsung Galaxy S25 and S24 Ultra models alongside the iPhone 16.
Vivo's leadership in the market is noteworthy, as the company has maintained its position for the sixth consecutive quarter, growing its share from 16.5% to 19%. Samsung holds second place with a 14.5% share, boosted by fresh Galaxy A, M, and F models.
However, not all brands are faring well in this premium-focused market. Brands like Xiaomi, Realme, and OnePlus have seen a decline in share, falling to below 10% each. Realme dropped from 12.6% to 9.7%, and Xiaomi from 13.5% to 9.6% in Q2 2025. OnePlus, which had enjoyed a surge in earlier years, is now seeing slower momentum.
New entrants like Nothing have recorded impressive growth, with an extraordinary 84.9% year-over-year growth. This growth highlights the ongoing competition in the market and the need for brands to innovate beyond just price competition.
Gen Z, who now constitute 44% of smartphone buyers, drive demand for identity, convenience, and smart AI-powered devices, further pushing brands to innovate. The overall market continues to grow slowly (8% YoY in Q2 2025) but with a clear tilt towards premiumization combined with expanding affordable 5G adoption, capturing different consumer segments.
In summary, the Indian smartphone market's shift towards higher-priced devices reflects consumers' readiness to invest in premium technology and experience, reshaping the competitive landscape to favour brands like Apple and Samsung in the high end, while Vivo leads in volume with affordable 5G offerings, and brands like Xiaomi, Realme, and OnePlus face increased pressure on market share.
Gadget enthusiasts are eagerly considering the advanced features of smartphones, such as advanced cameras, AI capabilities, 5G connectivity, and better performance, which are driving the trend of premiumization in the Indian smartphone market. In this ever-evolving tech landscape, Apple and Samsung are dominating the high-end market, with Samsung slightly overtaking Apple, particularly in the super-premium segment, thanks to the popularity of their devices like the Samsung Galaxy S25 series and iPhone 16.
