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Journalism of Courage
India’s smartphone market seems to be at an all-time high. According to the latest report by International Data Corporation (IDC), the smartphone market has reached a five-year high in the third quarter of 2025 with a 4.3 per cent year-over-year (YoY) growth to 48 million units. As per IDC’s Worldwide Quarterly Mobile Phone Tracker, the growth has been led by the premium segment. Apple too reached a record 5 million units at fourth position for the first time.
The latest figures reveal the strong demand for premium smartphones in both new launches and previous-generation models. This momentum, according to IDC, has been offset by weaker demand for entry-level Android phones and the rise in average selling prices (ASPs). It highlights the shift in consumer behaviour, evidently showing a greater shift toward high-value smartphones.
When it comes to shipments, Apple recorded the highest-ever quarterly shipments in India in Q3 2025. Along with earning the fourth spot for highest shipments, the Cupertino-based tech giant also achieved a 25.6 per cent YoY growth. The report attributes this to the sustained demand for Apple’s new and existing devices. The iPhone 16 continued to be the most-shipped smartphone in India, contributing five per cent of total market shipments.
On the other hand, the newly launched iPhone 17 series and iPhone Air saw a record-breaking debut amounting to 16 per cent of Apple’s Q3 shipments. IDC claims that this is the strongest launch-quarter performance for any iPhone since 2021.
When it comes to Android smartphones, Vivo recorded 18.3 per cent market share in Q3 2025, up from 15.8 per cent in Q3 2024, with a YoY unit change of 20.7 per cent. The second spot is held by OPPO, which has been steady at 13.9 per cent, while Samsung saw a marginal uptick with 12.6 per cent in Q3 2025 compared to the 12.3 per cent in 2024.
“Smartphone average selling prices (ASPs) surged to a record US$294 in 3Q25, growing 13.7% year-over-year (YoY), driven by strong demand for premium and higher-spec models,” the report said.
While the entry-level (sub-$100) segment saw strong growth at 35.3 per cent, the mass-budget ($100-$200) segment saw a decline of 8.8 per cent YoY. The entry-premium ($200-$400) segment also saw a 4.9 per cent decline in shipments. On the other hand, the mid-premium segment ($400-$600) saw 10.7 per cent YoY growth, and the premium segment ($600-$800) grew by 43.3 per cent YoY. Meanwhile, the super premium segment ($800 and above) posted the highest growth with 53.9 per cent YoY.
