India smartphone market sees modest recovery in 1H25; Apple, Vivo lead growth

iPhones continue to register double-digit year-over-year growth, the market tracker said

India shipped 70 million smartphones in the first half of 2025, up 0.9% year-on-year, according to IDC’s Worldwide Quarterly Mobile Phone Tracker. The rebound was led by a 7.3% YoY surge in 2Q25 to 37 million units, aided by aggressive launches, price cuts on older models, higher offline margins, and strong marketing.

However, IDC warns that rising average selling prices (ASPs) and muted consumer demand will limit full-year recovery.

Apple’s shipments jumped 21.5% YoY to 5.9 million units in 1H25, with the iPhone 16 emerging as India’s top-selling model, contributing 4% of overall shipments. Vivo maintained its top position for the sixth straight quarter, followed by Samsung and Oppo. Nothing and iQOO posted the fastest growth at 84.9% and 68.4% respectively.

ASPs hit a record US$275 in 2Q25, up 10.8% YoY. The entry-level (sub-$100) segment grew 22.9% YoY, while mid-premium ($400–$600) and premium ($600–$800) segments grew 39.5% and 96.4% respectively.

The super-premium ($800+) category rose 15.8%, with Samsung overtaking Apple for leadership.

Offline channels expanded 14.3% YoY, taking 53.6% share, driven by omnichannel strategies, higher retailer incentives, and in-store promotions. Online channels stayed flat at 46.4% share. Qualcomm-powered shipments grew 37.6% YoY, while MediaTek’s fell 15.4%.

"The second quarter of 2025 witnessed a flurry of new model launches across all price segments. This, coupled with price reductions on older models, increased offline channel margins, and strong above-the-line (ATL) marketing efforts, collectively fueled market growth," said Aditya Rampal, Senior Research Analyst, Devices Research, IDC Asia Pacific.

IDC projects a low single-digit shipment decline for 2025, as affordability pressures weigh on budget smartphone sales.

Ongoing macroeconomic challenges are dampening consumer demand, especially in the budget-friendly segment. As a result, the affordable Android market is contracting, holding back overall market growth. In contrast, iPhones continue to register double-digit year-over-year growth, the market tracker said.

“The mid-range smartphone market is currently oversaturated with new model launches, leading to intense competition. This could result in excess inventory during the upcoming festive season. In the crucial second half of 2025, brands and channel partners should focus on driving fresh shipments rather than relying heavily on promotions to clear old stock." says Upasana Joshi, Senior Research Manager, Devices Research, IDC Asia Pacific.