Indian buyers have officially stopped caring about “budget” specs and started chasing the Apple logo. In 2025, Apple captured nearly a third of the market’s total revenue. The iPhone 16 was the undisputed king of shipments, making it the most successful launch in the country’s history. As we roll into 2026, the gap is only widening.
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While brands like Vivo lead in volume (shipping more cheap phones), Apple leads in value. They rose from a 23% share in 2024 to 28% in 2025. This isn’t just about rich people in Mumbai; it’s about a massive structural shift where 22% of all phones sold in India now cost over ₹30,000. Apple is basically the default choice once you cross that price threshold.
2026 is looking rough for Android OEMs. Memory and component costs are skyrocketing—Samsung reportedly hiked chip prices by 60%. Look at the iQOO 15: it launched at nearly ₹73,000, while its predecessor started at ₹55,000. When a “value” flagship costs almost as much as an iPhone, people just buy the iPhone. Apple’s supply chain mastery allows them to keep the iPhone 17 starting at ₹82,900, but with a crucial 256GB base storage upgrade.
Apple is no longer just a “South Delhi/South Bombay” brand. In 2025, they opened three new flagship stores: Apple Hebbal (Bengaluru), Apple Koregaon Park (Pune), and Apple Noida (DLF Mall of India). These aren’t just shops; they’re temples of “Today at Apple” sessions that turn casual buyers into ecosystem lifers.
The “EMI-fication” of India is Apple’s secret weapon. Over 40% of all phone purchases in India are now financed. In the premium segment, that number jumps to nearly two-thirds. When you can get an iPhone for a ₹4,000 monthly installment, the sticker price doesn’t matter as much.
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Field Notes
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The Noida Factor: The new store at DLF Mall of India features a peacock-themed barricade. It’s huge—bringing Apple’s “Genius” support directly to the NCR crowd.
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Storage Wars: Finally, the iPhone 17 base model starts at 256GB. It makes the ₹3,000 price hike over the 16 feel like a discount.
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Volume vs. Value: Vivo has a 20% volume share but a fraction of Apple’s profit. They ship the units, but Apple keeps the cash.
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Second-hand Market: The resale value of iPhones in India remains the best in the world, which is a major “investment” factor for buyers.
[Image Description]
A crowded Apple Store in Noida during a weekend, with Indian consumers huddled around the iPhone 17 display tables, while large “No-Cost EMI” banners are visible in the background against a backdrop of the store’s signature minimalist wooden tables and bright lighting.
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Premium Segment Battle: Apple vs. Android (2026)
| Feature | iPhone 17 (Base) | iQOO 15 (Flagship) | Samsung Galaxy S26 (Base) |
| Price (Launch) | ₹82,900 | ₹72,999 (Est) | ₹79,999 (Est) |
| Base Storage | 256GB | 256GB | 128GB/256GB |
| Display | 120Hz ProMotion (New!) | 144Hz AMOLED | 120Hz AMOLED |
| Resale Value | Very High | Low | Moderate |
| Financing Reach | Everywhere (Bank/NBFC) | Selected Retailers | High (Samsung Finance+) |
Reality Check
Apple is winning, but let’s be real: the “volume decline” predicted for 2026 means the entry-level market (sub-₹15k) is dying. This isn’t just because people are getting richer; it’s because the cost of making a “good” cheap phone has become impossible. Apple is feasting on the remains of a market that can no longer afford “okay” Androids and would rather debt-finance a “great” iPhone.
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The Loopholes
The iPhone 17 “base” model getting 120Hz is the only reason this dominance will continue. If Apple had stuck with 60Hz for another year, the price-to-performance gap with Android would have been too wide to ignore, even for brand loyalists. Also, notice how AppleCare+ now includes “Theft and Loss” in India? That was a calculated move to kill the third-party insurance market.
The Kicker
The irony is palpable: as Android brands try to move “upmarket” to survive rising costs, they are walking straight into Apple’s trap. By pricing themselves at ₹70k+, they are forcing customers to compare them to iPhones. And in a country where a phone is a status symbol, the “Green Bubble” is a tough sell at 70 grand. Apple didn’t have to lower their prices; they just waited for everyone else to get expensive.
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