New Delhi, Nov 3 (NationPress) The smartphone landscape in India saw a continued recovery during the July–September quarter of 2025, achieving a 5 percent year-on-year (YoY) increase in volume and an impressive 18 percent YoY boost in value, marking the highest quarterly value ever recorded, as per a recent report released on Monday.

This surge can be attributed to robust festive demand, enticing discounts, and an increasing appetite for premium devices, according to insights from Counterpoint Research.

Market analysts observed a shift from volume-driven growth to value-oriented growth, with more consumers opting for high-end smartphones.

With retail inflation easing and consumer confidence on the rise, coupled with convenient financing options and attractive trade-in programs, more buyers are willing to invest in premium devices.

Prachir Singh, a senior analyst at Counterpoint Research, noted that enhanced household liquidity and festive enthusiasm significantly bolstered sales during this period.

“Lower interest rates and accessible financing options further stimulated upgrade-driven demand, prompting brands to stock up in advance. Manufacturers offered aggressive discounts and EMI plans on older models, successfully drawing in value-sensitive customers,” he remarked.

The premium smartphone segment, defined as devices priced above Rs 30,000, experienced the most rapid growth, with shipments soaring 29 percent YoY.

This contributed to an overall market value increase of 18 percent YoY, while the average selling price (ASP) rose by 13 percent.

Apple dominated the premium sector with a 28 percent value share, driven by robust demand for its iPhone 16 and 15 series.

The recently launched iPhone 17 series also garnered significant interest, with initial demand surpassing that of previous models.

Samsung followed closely with a 23 percent value share, buoyed by its Galaxy S and A series along with record-breaking sales of its foldable devices.

In terms of shipments, vivo (excluding iQOO) emerged as the leading smartphone brand in India, capturing a 20 percent market share, attributed to its extensive offline presence and successful T-series models.

Samsung secured the second spot with a 13 percent share, while OPPO (excluding OnePlus) gained traction through a broader product range and strengthened retail alliances.

In a significant achievement, Apple entered India’s top five smartphone brands by volume for the first time, establishing India as the third-largest iPhone market globally.

The iPhone 16 was the most shipped device in the nation for the second consecutive quarter.

Analysts noted that Apple’s expanding retail presence, favorable financing options, and strong brand equity have made its devices more attainable for Indian consumers, even in smaller cities.