NEW DELHI: India's smartphone market is witnessing a growing divide between premium and budget devices, as flagship models like the Apple iPhone 17 drive aspirational demand while affordable 5G handsets continue to fuel mass-market growth, according to data from Counterpoint Research.
Q1 2026 Market Leaders
The research firm's Q1 2026 smartphone model tracker revealed that the Apple iPhone 17, priced at Rs 82,900, and the Oppo A6x 5G, priced at Rs 16,999, held the top two positions in India, each capturing a 4% market share. The list was followed by the Vivo Y19s 5G (Rs 12,499) and Vivo Y31 5G (Rs 19,999) at 3% each, while the Vivo Y31 Pro 5G (Rs 19,999) accounted for 2% of the market. The iPhone 16, previously the best-seller, slipped to the sixth spot with a 2% market share.
Premium Segment Growth
According to Shubham Singh, senior analyst at Counterpoint Research, premium smartphones continue to attract buyers despite rising prices, as consumers increasingly view devices such as iPhones as long-term investments. This trend is driving sustained demand for high-end models even as their price points escalate.
Budget Segment Expansion
At the same time, lower-cost 5G smartphones are expanding the addressable market by making next-generation connectivity accessible to a wider base of users, Singh noted. The report highlighted the strong performance of Vivo in India's mass-market 5G segment, with multiple models featuring in the top five.
The data underscores a dual trend in India's smartphone landscape: premium devices catering to aspirational buyers seeking cutting-edge technology and status, while affordable 5G handsets are democratizing access to high-speed internet, enabling broader participation in the digital economy. This bifurcation is expected to persist as 5G networks expand and consumer preferences diversify.
Analysts suggest that the market will continue to see intense competition in both segments, with brands like Apple, Oppo, and Vivo leveraging their strengths to capture distinct consumer bases. The success of the iPhone 17 despite its high price indicates strong brand loyalty and the perception of iPhones as durable, value-retaining devices. Meanwhile, Vivo's aggressive pricing and feature-rich offerings in the budget segment are helping it gain traction among cost-conscious consumers.
