Yash Gangwani was 15 when he first got an iPhone—the iPhone 5, launched in 2012. “I was captivated by the product. It was exceptionally user-friendly, even for a 15-year-old,” says the 27-year-old businessman. Ever since, Gangwani has upgraded his iPhone every year. In addition, he also owns other Apple products like the MacBook Air, AirPods, and AirPods Pro. “It is fair to say that I cannot imagine using anything other than Apple,” he adds.
The launch of the iPhone 17 series in India has once again highlighted the country’s growing obsession with Apple’s flagship device. From overnight queues to scuffles outside Apple stores in Mumbai and Delhi, the frenzy surrounding the latest models—especially the orange iPhone 17 Pro—represents the brand’s aspirational appeal among Indian consumers. Despite a premium pricing starting at ₹82,900, there is a high demand driven by a mix of brand loyalty, financing schemes, and the charm of cutting-edge technology.
Apple’s aggressive retail expansion in the country, and push for local manufacturing have paid off, as the company set a new record in India, with its annual sales hitting nearly $9 billion in FY25. At its launch event on September 9, it unveiled a range of devices—the iPhone 17 series with smoother displays and smarter cameras; its thinnest phone ever, the iPhone Air; wearables like the Apple Watch Series 11 and Ultra 3, and the SE 3; and the AirPods Pro 3. With prices ranging from ₹25,900 to ₹1,59,900, Apple’s latest offerings cater to a wide spectrum of users, blending luxury with utility.
According to a Bloomberg report, Apple's revenue rose about 13 percent in the 12 months till March 2025, from $8 billion a year ago, with most of it coming from iPhone sales. Reports say that, in 2024, the company shipped a record 12 million iPhones in India, and projections for 2025 suggest sales could reach 13–14 million units. Research firm Counterpoint adds that, for Apple products in India, demand is being driven not just by first-time buyers but also by upgraders. Its market share has risen from about 3 percent in Q2 2022 to 7 percent in Q2 2025. In the premium segment (> ₹30,000), Apple continues to hold the top spot as of Q2 2025.
According to Counterpoint, it is proving to be a good year for the smartphone market in India, which bounced back in the second quarter, growing 8 percent in the number of phones sold and 18 percent in overall value compared to last year. This recovery came after a slow start in Q1 and was driven by a wave of new phone launches, strong summer sales, and aggressive marketing. Brands attracted buyers with bigger discounts, easy EMI options, and offers especially in the mid-range and premium segments making smartphones more affordable and appealing. Apple, too, has benefitted from the buoyant ecosystem.
To tap into the rising demand for iPhones by Indian users, the company has recently opened stores in Pune and Bengaluru, after launching its flagship stores in Mumbai and Delhi in 2023. According to Counterpoint, the iPhone 16 emerged as the most-shipped device in Q2 2025, driven by ongoing promotions, extended EMI options, and improved retail execution, helping Apple register its highest-ever Q2 shipments in India. With the iPhone 17, the sales are likely to increase.
Also listen: Inside Apple's grand ambitions for India
“Apple, with its aspirational brand image, is successfully riding the premiumisation trend in India. Its strategy across product portfolio, channels, and manufacturing is paying off, with initial demand for the iPhone 17 series being 19 percent higher than that of the iPhone 16 series,” says Shubham Singh Parihar, Research Analyst, Counterpoint. “Overall, the Indian market is moving towards premiumisation, and Apple, with its strong brand equity and aspirational image, is well-positioned to continue growing.”
According to reports, Apple’s iPhone production in India has crossed the $10 billion mark, a major milestone driven by the government’s Production-Linked Incentive (PLI) scheme. This marks a sharp rise in local manufacturing, with the company now assembling a significant percent of its global iPhones in India. Apple Inc. is said to have assembled $22 billion worth of iPhones in India in the 12 months ended March, increasing production by nearly 60 percent over the previous year, in a sign of continued diversification away from China.
The growth is powered by key partners like Foxconn, Pegatron, and Tata Electronics, who have expanded their facilities and workforce to meet the rising demand. Apple’s investment in India is expected to grow further, with new plants and increased production capacity planned in the coming years.
In India, older iPhone models typically see a price cut right after a new launch. For example, with the iPhone 17 series now on shelves, the older models like the iPhone 14, 15 and 16 have already dropped by Rs 10,000-Rs 20,000. Discounting becomes even more prominent during festive sales events such as Flipkart’s Big Billion Days and Amazon’s Great Indian Festival, when models are sold at 20–25 percent below their retail price. According to Parihar, these promotions consistently drive a spike in Apple’s volumes by making iPhones more accessible entry points into the ecosystem.
In India, customers usually wait for online sales to buy older models of Apple, and usually use credit cards to avail cashback rewards. Another prevalent practice among Indians purchasing iPhone is buying them abroad, as the prices there are generally lower compared to India. For iPhone enthusiasts like Gangwani, what helps in buying a newer model is also the trade-off scheme that allows users to exchange their old iPhones for credit towards a new Apple device.
First Published: Sep 24, 2025, 10:48
Subscribe Now