In a remarkable turn of events, Apple has emerged victorious in 2025’s smartphone battle in India, showcasing impressive growth even as its longtime rival, Samsung, falters in sales. This shift in market dynamics highlights the changing preferences of Indian consumers and sets the stage for an exciting competitive landscape in the coming years.

According to the latest annual report from Omdia, Vivo has solidified itself as the leading smartphone brand in India, surpassing its fellow Chinese competitor Xiaomi. With an impressive 19% increase in shipments, Vivo's growth story contrasts sharply with the 11% year-on-year decline faced by Samsung. While Samsung improves its position from third to second, Xiaomi suffers an even greater setback, experiencing a staggering 26% drop in its figures. In this competitive context, Apple's growth is particularly noteworthy, as it rose by a remarkable 28% in the same year, landing in fifth place.

As the smartphone market evolves, the traditional giants are being challenged by aggressive competitors like Oppo, which recently surged past Xiaomi with a 10% growth. Notably, the upcoming iPhone 17e is anticipated to further strengthen Apple's foothold in the Indian market, as analysts predict it could resonate well with local consumers.

Despite the positive outlook, Apple ended 2025 on a somewhat shaky note, ranking fifth in India during Q4 with lower sales figures compared to the previous year. This decline raises questions about its performance during a season typically dominated by new iPhone launches. In contrast, Vivo continued its impressive momentum, achieving a 16% increase in shipments during the last quarter of 2025.

The overall smartphone market in India saw only a 1% decrease in shipments year-over-year, showcasing its resilience even amidst competition. However, Apple's lack of presence in the ultra-affordable segment compared to Android rivals remains a significant hurdle.

While Apple’s upward trajectory in India is evident, it faces fierce competition from Vivo, Oppo, and Xiaomi, who continue to dominate the market with budget-friendly offerings. To secure a stronger foothold, Apple must adapt its strategy to meet the demands of price-sensitive consumers in the region.

If the iPhone 17e delivers both premium features and an attractive price point, there is a strong possibility for Apple to capture a podium position in smartphone sales in India as early as Q2 2026. However, the competition remains fierce, and the road ahead will require strategic planning and decisive execution to overcome the established players in this bustling market.