In the third quarter of 2025 (3Q25), India’s smartphone market experienced a significant uptick, reaching a five-year high with a 4.3% year-over-year (YoY) growth, totaling 48 million units, as reported by the International Data Corporation (IDC) via its Worldwide Quarterly Mobile Phone Tracker.
This surge was primarily propelled by robust consumer demand for premium smartphones, buoyed by both recent launches and established models.
Nevertheless, the overall momentum faced challenges due to diminished demand for entry-level Android devices and an uptick in average selling prices (ASPs), indicating a persistent transition towards higher-value segments.
Apple achieved a milestone in 3Q25, recording its highest quarterly shipments in India with 5 million units, thereby securing the fourth position in market rankings for the first time. This remarkable performance corresponds to a 25.6% YoY growth, fueled by consistent demand for both new and existing models.
The iPhone 16 emerged as the most shipped smartphone in India, constituting 5% of total market shipments. Furthermore, the newly launched iPhone 17 series and iPhone Air made a striking entry, contributing 16% to Apple’s Q3 shipments—the most successful debut for any iPhone since 2021.
The growth during India’s festive quarter can be attributed to a combination of market stimulants, including enticing pricing strategies, significant discount offerings, flexible payment solutions, and upgrade incentives, along with promotional mechanisms like cashbacks and banking deals across both online and offline platforms.
“E-tailers heavily relied on discount-driven sales of previous-generation flagship models from Apple and Samsung, which significantly enhanced overall volume,” stated Aditya Rampal, senior research analyst at IDC Asia/Pacific.
Key Highlights for 3Q25:
Average selling prices (ASPs) for smartphones surged to an unprecedented US$294 in 3Q25, marking a 13.7% YoY increase, a reflection of robust demand for premium and higher-spec models.
- Entry-Level (Sub–US$100): This segment saw a dramatic growth of 35.3% YoY, elevating its market share to 16%, up from 13% a year prior. Xiaomi, realme, and vivo led this category, together accounting for over 50% of shipments.
- Mass-Budget (US$100–US$200): Shipments within this segment declined by 8.8% YoY, with market share waning from 45% to 40%. vivo, OPPO, and realme continued to dominate this tier, with the OPPO A5 and vivo T4X being the best-selling models.
- Entry-Premium (US$200–US$400): A 4.9% YoY decline was observed in this segment as market share decreased from 29% to 26%. Leading brands included vivo, OPPO, and Samsung, closely followed by Motorola, whose Edge 60 Fusion was the segment leader.
- Mid-Premium (US$400–US$600): This segment grew by 10.7% YoY, with market share rising from 3% to 4% in 3Q25. Samsung ascended to the top position, trailed by OPPO and OnePlus, with the Galaxy S24 contributing nearly one-fourth of total shipments in this pricing tier.
- Premium (US$600–US$800): The premium segment demonstrated remarkable growth of 43.3% YoY, with market share escalating from 4% to 6%. Apple’s iPhone 16, iPhone 15, and iPhone 17 accounted for over 70% of shipments in this category.
- Super-Premium (US$800 and above): This segment recorded the most substantial growth of 52.9% YoY, raising its share from 6% to 8%. Apple regained its leadership position from Samsung, with respective shares of 66% and 31%. Key models propelling this growth included the iPhone 16, Galaxy S24 Ultra, and Galaxy Z Fold7.
Shipments of Qualcomm-based smartphones increased by 17.9% YoY, capturing a 29.2% market share in 3Q25, propelled by the influx of Xiaomi, POCO, and Nothing devices. In contrast, MediaTek’s share declined to 46.0%, down from 53.1% in the previous year, compounded by a 9.7% YoY drop in shipments.
The offline channel maintained its growth trajectory in 3Q25, with shipments rising by 21.8% YoY, leading to an expanded market share of 56.4%, a notable increase from 48.3% a year earlier.
Conversely, the online channel’s share decreased to 43.6%, down from 51.7% in 3Q24, accompanied by a 12.0% YoY fall in shipments. Sustained offline growth in recent quarters has been driven by festive season initiatives, enticing trade margins for sales targets, and strategic price adjustments by brands.
While major e-tailers offered parallel promotions, the most significant discounts were concentrated in the premium device segment, adversely impacting demand for entry-level and mid-tier Android smartphones.
Continuing its impressive performance, vivo retained the foremost position for the seventh consecutive quarter, buoyed by an all-encompassing product strategy across diverse price segments and a balanced online-offline presence. OPPO ascended to the second spot, surpassing Samsung, aided by aggressive strategies in the offline domain.
Among the leading brands, Motorola exhibited the most significant YoY growth at 52.4%, followed by Apple with a commendable 25.6% increase, reflecting sustained interest in its premium lineup.
“Intensive festive promotions and flexible financing avenues catalyzed substantial shipment volumes in 3Q 2025. Nevertheless, consumer preference remained concentrated within the premium segment, exerting pressure on the mass market and culminating in an excessive inventory build-up as we approach Q4 2025,” commented Upasana Joshi, senior research manager for Devices Research at IDC Asia Pacific
“This inventory surplus has been further exacerbated by ascending component costs—especially in memory—and currency volatility, compelling brands to elevate prices post-Diwali. Consequently, IDC projects a year-over-year decline in shipments for Q4 2025, foreshadowing an overall annual contraction, with total smartphone shipments anticipated to fall below 150 million units for the year.”
Source link: Communicationstoday.co.in.
