Apple surges in premium race as India’s smartphone market slips in Q1 2025

Samsung's market share dipped to 23% in Q1 2025 from its previous lead, while Vivo and Oppo saw slight declines, Realme held steady at 7%, and smaller brands' share fell to 14%, indicating consolidation

The Indian smartphone market witnessed a 7% year-on-year decline in shipments during the first quarter (Q1) of 2025, according to a fresh analysis by Counterpoint Research. The dip is attributed to high inventory levels carried over from late 2024 and a significant 26% decrease in new product launches.

Despite the overall contraction, premium smartphone makers, particularly Apple, made notable gains. Apple secured the top spot in terms of market value share, rising to 26% in Q1 2025 from 20% a year earlier. The surge underscores Indian consumers' increasing appetite for high-end devices.

Samsung, which held the lead in Q1 2024, saw its share dip slightly to 23%, while Vivo and Oppo also experienced modest declines, moving from 18% to 16% and 15% to 13% respectively. Realme maintained a steady 7% share over both quarters. The share attributed to ‘Others’ — comprising smaller and regional players — fell from 16% to 14%, highlighting ongoing market consolidation.

“India's smartphone market started 2025 cautiously, influenced by inventory correction and fewer device launches,” the report noted, emphasizing that the slowdown is likely temporary as the ecosystem recalibrates for upcoming quarters.

Nothing, Motorola see strong gains

Among the emerging players, UK-based tech brand Nothing posted an impressive 156% year-on-year growth in Q1 2025. The company’s success was largely driven by the popularity of its Phone 3a series. With this momentum, Nothing marked its fifth consecutive quarter as the fastest-growing smartphone brand in India.

Motorola also showed solid performance, registering a 59% year-on-year increase in shipments. The brand benefited significantly from its growing offline retail footprint, enhancing its accessibility across urban and semi-urban markets.

Offline retail retains edge

The Counterpoint report also highlighted that offline channels continue to dominate smartphone sales in India. Offline retail contributed 65% to the total sales volume during Q1 2025, supported by targeted in-store promotions and regional campaigns in Tier 2 and Tier 3 cities. Meanwhile, the online segment accounted for 35% of total sales, maintaining its position as a crucial component of the omni-channel strategy adopted by most brands.

The road ahead

While the first quarter presented challenges, the evolving preference for premium smartphones and the rise of agile, innovation-led brands like Nothing signal a shift in consumer priorities. With intensified competition and strategic realignments by major players, the Indian smartphone market is poised for renewed growth in the coming quarters.