Apple, Samsung to help India’s smartphone market go past $50 billion in 2025

iPhone

India's smartphone market is set to breach record-high valuation of $50 billion in 2025, according to Counterpoint’s India Smartphone Outlook, with manufacturers focussed on value-driven strategies and a growing consumer preference for high-specification devices.

For the first time, the retail average selling price (ASP) of smartphones in India is expected to exceed $300 (around Rs 25,736), the report released on January 3 said.

The Indian smartphone market is undergoing a significant transformation, as original equipment manufacturers (OEMs) increasingly emphasise premium launches to strengthen brand equity, demonstrate technological prowess, and improve profitability.

Apple and Samsung are leading the shift, capturing consumer interest in the premium and ultra-premium segments.

Apple is seeing robust demand for its Pro models, bolstered by local manufacturing and recent price reductions across its iPhone lineup.

Samsung continues to gain traction with the South Korean electronics’ giant’s flagship Galaxy S series, combining value and cutting-edge features.

OnePlus is also making strides in the ultra-premium segment (priced above Rs 45,000 or $525) with flagship OnePlus 13, aiming to expand its market share.

In the Rs 30,000-Rs 45,000 ($350-525) price range, brands such as Vivo, OPPO, and OnePlus are making waves by offering advanced camera systems and sophisticated designs.

Vivo’s V series, enhanced by its ZEISS partnership, and OPPO’s Reno series are performing well across various retail channels.

OnePlus, after addressing earlier concerns related to display and motherboard quality, is making a comeback. Its planned Rs 6,000-crore ($720 million) investment in local market expansion is expected to fuel its growth and recovery.

The premium segment (priced above Rs 30,000 or $350) is projected to capture more than 20 percent of the market by 2025, Counterpoint has said.

The move toward premiumisation is also being driven by a growing preference for offline retail stores, where consumers can experience premium smartphones hands-on before purchasing. This shift is further fuelled by increasing interest in AI-powered features, prompting buyers to seek in-store demonstrations to better understand these innovations and make informed choices.

With this value-centric evolution, India’s smartphone market is on a path to cement its position as one of the most dynamic and valuable markets globally by 2025, it said.