India’s smartphone market has bounced back strongly. The third quarter of 2025 turned out to be the most positive phase in the last five years. Buyers showed a clear shift toward premium phones, and festive season deals pushed shipments higher. IDC reports that overall shipments touched nearly 48 million units, marking a 4.3% year-on-year jump. Even though budget phone sales were weak, the market still managed to grow. What surprised everyone was the rapid reshuffling in brand positions, with Oppo climbing ahead of Samsung for the second spot.
- India’s Smartphone Market Sees Strong Recovery
- Oppo Climbs To Second Place As Samsung Slips
- Vivo Continues To Lead The Market
- Apple Shines In Premium Segment
- Apple Takes Over Super-Premium Leadership
- Samsung Still Strong In Mid-Premium Range
- Other Brands: Hits And Misses
- Top Smartphone Brands And Market Share (Q3 2025)
- Upcoming Launches May Shift Market Positions
- Conclusion
India’s Smartphone Market Sees Strong Recovery
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The festive period boosted demand. Premium and mid-premium smartphones sold in large numbers. People were ready to spend more, and this directly affected the overall rankings. However, the entry-level category continued to struggle. Rising average selling prices also slowed the market, even as the demand stayed stable in higher segments.
Oppo Climbs To Second Place As Samsung Slips
This quarter brought a major shift. Samsung, which comfortably held the second position last year, has now slipped to third. According to IDC, Oppo captured 13.9% of the Indian smartphone market. Samsung followed with 12.6%.
Even though Samsung improved slightly from 12.3% in Q3 2024, the overall pace of competitors was much stronger. Oppo’s aggressive push, stronger offline presence, and balanced portfolio helped the brand move ahead.
Vivo Continues To Lead The Market
Vivo remained at the top with a market share of 18.3%. Strong festive offers, steady offline performance, and an expanding premium lineup helped the company maintain its lead. The brand continues to attract first-time buyers and those upgrading from budget models.
Apple Shines In Premium Segment
Apple had a remarkable quarter. It touched a market share of 10.4%, rising sharply from 8.6% last year. This is Apple’s highest share in India so far, and its year-on-year growth hit 25.6%. Premium buyers clearly leaned toward Apple devices, especially during festive sale events.
Apple Takes Over Super-Premium Leadership
For phones priced above ₹70,000, Apple dominated the super-premium segment. Samsung, which held the top spot earlier, came in second this time. The shift shows how fast Indian consumers are moving toward ultra-premium flagship models.
Samsung Still Strong In Mid-Premium Range
Samsung may have lost positions in overall ranking and premium leadership, but the brand continues to rule the mid-premium category. Devices priced between ₹20,000 and ₹40,000 performed well. This segment brought Samsung steady demand and kept it relevant in the market despite heavy competition.
Other Brands: Hits And Misses
Motorola delivered the biggest surprise. It recorded an impressive 52.4% year-on-year growth and reached an 8.3% market share. On the other hand, brands like Realme, Xiaomi, and OnePlus saw declines. The slowdown in budget sales hit them the most because these companies rely heavily on entry-level and mid-budget volumes.
Top Smartphone Brands And Market Share (Q3 2025)
| Brand | Market Share (%) |
|---|---|
| Vivo | 18.3 |
| Oppo | 13.9 |
| Samsung | 12.6 |
| Apple | 10.4 |
| Motorola | 8.3 |
| Others (Realme, Xiaomi, OnePlus etc.) | Remaining Market |
Upcoming Launches May Shift Market Positions
Samsung does not have major launches lined up in the immediate months. This could affect the brand’s ability to recover quickly. Competitors like Oppo, Vivo, Apple, and Motorola already have strong momentum. The premium trend is growing fast, and Indian buyers are increasingly choosing feature-rich phones over basic models. This shift is expected to continue into 2026.
Conclusion
The latest IDC report shows how quickly India’s smartphone landscape can change. Oppo overtaking Samsung highlights the rising competition and the importance of strong festive strategies. With consumers leaning toward premium and mid-premium devices, brands must respond quickly to retain their positions. As we move into 2026, the market will continue to evolve, and the race for the top spots will only get more intense.
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