Apple iPhone 16 Claims Top Spot in India's Smartphone Market for Third Consecutive Quarter
In a significant development for the Indian smartphone industry, the Apple iPhone 16 emerged as the best-selling device in the country during the last quarter of 2025, according to a new report by Counterpoint Research. This marks the third consecutive quarter that the handset has held the highest-shipped position, showcasing its sustained popularity among consumers.
Overall Market Sees Decline Amidst Premium Segment Growth
The report highlights a contrasting trend in the market, with overall smartphone shipments in India declining by 4 percent year-on-year during the October–December period. This slowdown follows a robust festive season in the previous quarter, indicating a shift in consumer behavior post-holiday sales. Targeted promotions and effective festive-season channel execution were key factors in helping the iPhone 16 secure the top spot, as noted in the analysis.
Vivo Maintains Leadership by Volume, Premium Phones Surge
Despite the iPhone 16's model-level dominance, Vivo retained its position as the top smartphone brand in India by volume during the fourth quarter, capturing a 25 percent market share. The brand's Y-series continued to perform well, bolstered by an extensive offline retail network, particularly in smaller cities and towns.
A notable trend during this period was the rise of premium smartphones, with devices priced above Rs 45,000 achieving a record 17 percent market share—the highest ever in a single quarter. Apple benefited significantly from this shift, as the iPhone 16 led shipments in this segment. Other brands also showed positive momentum; for instance, Nothing recorded a 32 percent year-on-year increase in shipments, driven by its expanding offline presence and appeal to younger buyers.
Comparison with Previous Quarter and Annual Performance
In comparison, the July–September festive quarter experienced stronger demand, with shipments rising 5 percent year-on-year. During that period, easing inflation and improved consumer spending contributed to sales growth, while premium phones fueled record market value expansion.
Notably, the iPhone 16 was identified as the most popular smartphone in India for the entire year of 2025. Apple sold approximately 6.5 million units of the iPhone 16 in the first 11 months, according to Counterpoint Research. The device led Apple's shipments in India, driven by strong demand across both metropolitan areas and smaller cities. Additionally, the iPhone 16 was a top deal during Flipkart's Big Billion Day sale, further cementing its status as a high-selling model.
