According to a report by Omdia, India’s smartphone shipments grew 3 per cent year-on-year (YoY) in September 2025 quarter (Q3), reaching 48.4 million units. The growth was attributed to festive-season demand and a sustained incentive-led channel push.
However, analysts noted that despite improving consumer sentiment helped by goods and services tax (GST) cuts on large appliances like smartphone-specific recovery remains limited.
Further, Apple achieved its highest-ever quarterly shipments in India, dispatching 4.9 million units and capturing a 10 per cent market share. The brand entered India’s top-five rankings for the first time in a Q3, aided by strong demand from smaller cities and upgrades from older iPhone models.
Meanwhile, Counterpoint Research, in its early estimates, also projected a modest shipment recovery for the broader market, driven by the early onset of the festive season and channel restocking by brands ahead of expected high sales. The firm forecast single-digit YoY growth in shipments, but a higher jump in wholesale revenues, as consumers increasingly shifted toward premium smartphones.
Additionally, Counterpoint noted that Apple’s actual shipment volumes were likely between 4.2 and 4.5 million units during the Q3, just short of breaking into the top five.
According to Omdia, Apple was the fastest-growing brand among the top players, posting a 47 per cent YoY increase in shipments during Q3, driven by aspirational demand from smaller cities, aggressive festive offers, and wider availability across retail channels.
Retailers also strengthened their consumer-facing schemes, offering zero-down payment options, micro-instalment plans, bundled accessories, and extended warranties, all of which supported overall market momentum.
Overall, Vivo led India’s smartphone market during Q3 with a balanced product portfolio, aggressive retail programmes, and a robust promoter network, while Samsung maintained the second position, witnessing good traction for its mid-premium products but facing competitive pressure in entry-level segments, Omdia added.
