iPhone 16 emerges as India’s best-selling smartphone despite Q4 market slowdown

Apple iPhone 16

• India's smartphone shipments fell 4 percent YoY in Q4 2025
• Vivo led Q4 with 25 percent share, driven by Y-series sales
• Apple iPhone 16 was India's top-shipped model for third quarter

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India’s smartphone shipments declined 4 percent year-on-year in Q4 2025, marking a clear post-festive slowdown after a strong third quarter, according to a report by Counterpoint Research. The dip was largely seasonal, but it was also aggravated by price hikes linked to rising memory costs, which made buyers more cautious toward the end of the year.

Despite the overall decline, Vivo retained its leadership position in India by volume, capturing a 25 percent market share in Q4. The brand’s Y-series continued to perform strongly, supported by Vivo’s extensive offline distributor network, which remains a key advantage in India’s tier-2 and tier-3 markets, as per the report.

One of the most notable trends in Q4 was the continued premiumisation of the Indian smartphone market. The ultra-premium segment priced above Rs 45,000 reached a record 17 percent share, the highest ever for a single quarter. This highlights a sustained shift among Indian consumers toward higher-value devices, even as overall demand softened.

According to the report, Apple was a major beneficiary of this trend. The iPhone 16 emerged as the highest-shipped smartphone model in India for the third consecutive quarter. Targeted promotions, strong festive-season execution, and better channel management helped Apple defend its top spot despite the broader market slowdown.

Challenger brands also delivered standout performances. Nothing recorded 32 percent year-on-year shipment growth in Q4 2025, driven by its expanding offline retail presence. Its clean user interface, distinctive design language, and reliable network performance continue to resonate with younger buyers.

Looking back at Q3 2025, the contrast is stark. India’s smartphone shipments grew 5 percent year-on-year during the festive quarter, aided by easing retail inflation, supportive fiscal measures, and improved household liquidity. Vivo led that quarter as well with a 24 percent share, while the premium segment above Rs 30,000 grew 29 percent year-on-year and pushed total market value up by 18 percent to a record high.

Apple also posted its highest-ever Q3 shipments in India, while Motorola stood out with 53 percent year-on-year growth, powered by strong demand for its G and Edge series.