According to GSM Arena, India’s smartphone market grew 5% in volume but a massive 18% in value during Q3 2025 compared to the same period last year. The premium segment above ₹30,000 exploded with 29% year-over-year growth, largely driven by Apple and Samsung flagships. Apple broke into India’s top five brands for the first time ever, capturing 9% volume share but an impressive 28% of the market’s total value. Samsung followed with 23% value share, while Vivo led in volume shipments thanks to its T-series midrange phones. iQOO was the fastest-growing brand by volume at 54% growth, with Motorola close behind at 53%.
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The Premiumization Push Is Real
Here’s the thing about that 18% value growth versus 5% volume growth – it tells a fascinating story about where India’s smartphone market is heading. Basically, Indians aren’t just buying more phones, they’re buying better phones. The premium segment’s 29% surge shows that after years of being dominated by budget devices, India is finally embracing high-end smartphones in a big way.
And Apple’s positioning is absolutely brilliant. They’ve got just 9% of the units but nearly a third of the money. That’s the power of premium pricing and brand appeal. Samsung isn’t far behind either at 23% value share. So while Vivo might be moving more boxes, Apple and Samsung are cleaning up where it really matters – the bottom line.
The Underdogs Are Rising Fast
Now look at those growth numbers for iQOO and Motorola – 54% and 53% respectively. That’s insane growth in what’s supposed to be a mature market. It suggests there’s still plenty of room for disruption, especially in the mid-range where these brands are making their mark.
Even Lava’s finding success in the ultra-budget segment under ₹10,000. So what’s happening? Basically, the market is stratifying. You’ve got Apple and Samsung dominating the high end, Vivo and others holding the middle, and specialists like Lava cleaning up at the bottom. It’s becoming harder to be everything to everyone.
Where Does This Go From Here?
The real question is whether this premium shift is sustainable. India’s average income levels haven’t suddenly skyrocketed, so how are people affording these expensive phones? Probably through longer financing terms and the growing importance of smartphones in daily life. When your phone is your computer, camera, and entertainment center, maybe spending more makes sense.
I think we’re witnessing India’s smartphone market mature right before our eyes. The latest Counterpoint data shows a market that’s evolving from pure volume play to value-driven growth. And honestly, that’s healthier for everyone – manufacturers make better margins, consumers get better devices, and the ecosystem matures. The days of racing to the bottom on price might finally be ending.
