Apple surged to a first-quarter record in India, shipping three million iPhones in Q1 2025 — its highest ever — with the iPhone 16 emerging as the top-shipped model, commanding 4% of total shipments. According to IDC, the performance cemented Apple as the fastest-growing brand among the top five, posting a 23% year-on-year growth.
In sharp contrast, Xiaomi saw the steepest decline among major brands. Its shipments plunged 42% from a year ago, dragging its market share down to 7.8% from 12.8% in Q1 2024. The brand’s sub-brand Poco also dropped 31.1% in shipments, shrinking its share to 4.3%. The slump pushed Xiaomi out of the top five, as it was overtaken by Realme, which climbed to fourth place on the back of new budget-friendly launches.
Vivo retained its lead in the Indian smartphone market with a 19.7% share, while Samsung held the second spot at 16.4%. Oppo followed with 12%, and Realme with 10.6%. Xiaomi fell to sixth place, with OnePlus and iQoo slipping down to ninth and tenth, respectively.
The broader market saw strong momentum in the premium and mid-premium segments. The $600–$800 bracket grew 78.6% year-on-year, mainly driven by the iPhone 16, which alone accounted for 32% of shipments in this category. The $400–$600 segment also surged 74%, boosted by Apple’s iPhone 13 and Samsung’s Galaxy A56.
India’s average selling price (ASP) rose 4% to $274 in the quarter. Meanwhile, the mass-budget segment (\$100–\$200) declined nearly 22% year-on-year, dropping its market share from 48% to 40%.
5G adoption continued to accelerate, with 29 million units shipped, accounting for 88% of total smartphones, up from 69% a year ago. The iPhone 16, Xiaomi Redmi 14C, OPPO K12x/A3x, and Realme 14x were the top-shipped 5G models.
Offline channels saw a 10% YoY growth, now accounting for 58.1% of shipments — the highest since 2019 — as brands ramped up retail presence in smaller towns. Online channel shipments, however, fell 21.1%, reducing their share to 41.9%.
IDC projects low single-digit shipment growth for 2025, with value growth expected in the mid-single digits as ASPs climb. To sustain momentum, brands are doubling down on offline reach, financing options, entry-premium models, and AI-powered features across price points.
“India is increasingly central to global smartphone manufacturing strategies,” said Upasana Joshi, Senior Research Manager, Devices Research, IDC Asia Pacific. “Scaling local production through domestic contract manufacturers will be crucial to establishing India as a global manufacturing hub amid geopolitical uncertainties.”
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