Apple continued its strong upward trajectory, recording 29% y-o-y growth and its highest-ever Q1 volumes in India
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FLORENCE LO
India’s smartphone shipments in the first quarter (Q1) of 2025 declined seven per cent year-on-year (y-o-y), according to the latest research from Counterpoint’s Monthly India Smartphone Tracker.
The market entered 2025 with high inventory levels, which impacted shipments during the first quarter. Besides, there was a 26 per cent y-o-y drop in the number of new launches, it said.
Apple continued its strong upward trajectory, recording 29 per cent y-o-y growth and its highest-ever Q1 volumes in India, further cementing its dominance in the premium segment. This performance underscores the growing appeal of high-end devices across the country, with Apple also leading the market in terms of value, the report said.
“In Q1 2025, Vivo further strengthened its leadership (22 per cent market share) in India’s smartphone market, recording 9 per cent y-o-y growth and marking its third consecutive quarter at the top. This performance was largely driven by strong traction for its sub-₹15,000 offerings, particularly the Y29 5G and T4x models. Samsung climbed to the second spot (17 per cent) this quarter, supported by multiple launches across price segments that helped drive momentum,” Shubham Singh, Research Analyst at Counterpoint, said.
OPPO secured the third position (15 per cent) supported by the strong performance of its A3 and K series, which were effectively marketed around durability, an increasingly important consumer consideration, he said.
Xiaomi, on the other hand, saw a decline in shipments during the quarter, primarily due to higher inventory levels. Despite launching the Redmi Note 14 series, Redmi 14C 5G and A4 5G, these models witnessed lower-than-expected consumer traction, he added.
In Q1 2025, India’s smartphone market shifted its focus towards preparing for more sustainable and structured growth. Key brands, dealing with high inventory levels, prioritised clearing excess stock to stabilise operations and set a stronger foundation for the remainder of the year. Despite this inventory adjustment, consumer demand for ultra-premium products remained strong,” Prachir Singh, Senior Research AnalysQ1at Counterpoint, said.
As a result, the ultra-premium segment (prices above ₹45,000) saw 15 per cent y-o-y growth, while the average selling price increased at an 11 per cent CAGR post-Covid, highlighting a shift toward premium devices. This continued premiumisation trend was further supported by growing affordability and expanding financing options, which made high-end devices accessible to a broader consumer base, Singh added.
Going forward, India’s smartphone market is expected to grow at a low single-digit rate this year, driven by a favourable economic outlook and increasing global interest in Indian manufacturing. Lower tariffs compared to China and Vietnam are positioning ‘Made in India’ devices as a more cost-effective option for US importers, while the potential for enhanced bilateral trade between the US and India could further strengthen the country’s appeal as a global smartphone manufacturing hub, the report added.
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Published on May 1, 2025
