Apple set to take a bigger bite of India’s smartphone market as iPhone 18 demand surges

Apple is strengthening its position in India’s fiercely competitive smartphone market, with the latest iPhone 18 Pro and Pro Max generating strong early demand despite significantly higher prices. Long queues outside Apple stores in Mumbai, Delhi and Bengaluru following the September 18 launch highlighted the growing appeal of the company’s premium devices.

Key Highlights

• iPhone 18 Pro demand is outpacing last year

• Apple could reach 10% market share

• Premium smartphone demand remains strong in India

iPhone 18 Pro demand rises despite higher prices

Apple’s latest Pro models have attracted stronger initial demand than their predecessors, according to early market checks. Counterpoint Research data reported by Indian media indicates that iPhone 18 Pro demand was around 15% to 28% higher than iPhone 17 Pro demand on launch day, depending on the city.

The iPhone 18 Pro starts at ₹1,64,900 in India, while the iPhone 18 Pro Max starts at ₹1,79,900. The higher pricing has not prevented customers from lining up at Apple stores, with some reportedly waiting overnight for the new devices.

Apple’s pricing strategy reflects the company’s growing focus on India’s premium smartphone segment, where financing and exchange offers can make expensive devices more accessible to consumers.

Apple targets double-digit share in India

India’s smartphone market remains dominated by brands such as Vivo, Samsung and other Chinese manufacturers. Counterpoint reported that overall smartphone shipments declined 10% year-on-year in the June 2026 quarter, while Apple’s shipments fell 3% and its market share stood at 7% during that period. Supply constraints and inventory shortages also affected Apple’s shipments.

However, Apple’s position has strengthened across the broader premium segment. Omdia data cited by Business Standard showed Apple shipped 3.45 million iPhones to India during the second quarter and reached a 10% domestic smartphone market share on that measure.

Counterpoint research cited in the original report projects Apple’s full-year 2026 volume share could reach 10%, compared with 4% in 2022.

India becomes increasingly important for Apple

The latest launch comes as smartphone pricing pressures weigh particularly heavily on entry-level buyers in India. At the same time, premiumisation is creating opportunities for Apple and Samsung.

Apple’s growing sales also underline India’s increasing importance to its global smartphone business. The company has expanded both its retail presence and manufacturing operations in the country, while the latest iPhone launch has further strengthened its visibility among Indian consumers.

With the iPhone 18 Pro and Pro Max already seeing strong early demand and the iPhone Duo scheduled to expand Apple’s premium lineup further, the coming quarters will show whether the latest launch translates into sustained gains in India’s overall smartphone market.