Published 15:32 IST, January 31st 2025
Is iPhone the Most Valuable Smartphone Brand In India? Research Clarifies
India’s smartphone market in 2024 was defined by Apple’s dominance in value, Vivo’s rise in volume, and the rapid adoption of 5G.

India’s smartphone market saw steady growth in 2024, with Apple leading in revenue share and Vivo emerging as the top brand in volume, according to a report by Counterpoint Research. The study highlights key trends, including a shift toward premium devices and the growing dominance of 5G smartphones.
Apple secured the top spot in value share with 23%, driven by strong demand for premium iPhones. The brand's volume share increased to 11% in Q4 2024, up from 9% the previous year, moving it to the fifth position in quarterly rankings. However, Apple did not make it to the top five smartphone brands for full-year shipments.
Smartphone Brand: Vivo Takes the Lead
Chinese smartphone brand Vivo led the Indian market in terms of unit shipments, increasing its volume share to 20% in Q4 2024 from 17% in the same period the previous year. For the entire year, Vivo’s market share stood at 19%, up from 17% in 2023.
In Q4 2024, Xiaomi followed with a 16% share, Samsung held 15%, and Oppo captured 14%. On an annual basis, Vivo was followed by Xiaomi (17%), Samsung (16%), Oppo (15%), and Realme (11%).
Market Trends: Premium Segment on the Rise
According to Senior Analyst Shilpi Jain, India’s smartphone market is maturing, with a slowdown in new user additions. "Replacement cycles are getting longer as entry- and mid-range devices improve yearly. At the same time, premium device shipments (above ₹30,000) are growing in double digits, driving a record 9% YoY growth in wholesale value," she noted.
Samsung Slips, iQOO Boosts Vivo’s Growth
Vivo emerged as the market leader for the first time, supported by a strong offline presence and its sub-brand iQOO, according to Research Analyst Shubham Singh.
Meanwhile, Samsung slipped to third place, as its focus on value-driven strategies impacted its lower-priced segments. However, Samsung's premium devices, especially the S series, performed well, helping the brand retain a strong presence in the high-end market.
Chipset Market and 5G Expansion
In the smartphone chipset category, MediaTek led with a record 52% market share, followed by Qualcomm at 25%. The rise of affordable 5G smartphones contributed to a 5G penetration rate of 78% in 2024, further accelerating India’s transition to next-gen connectivity.
India’s smartphone market in 2024 was defined by Apple’s dominance in value, Vivo’s rise in volume, and the rapid adoption of 5G. With consumers shifting towards premium devices and brands focusing on strong offline and online strategies, the industry is poised for further transformation in the coming years.
Updated 15:32 IST, January 31st 2025