In a significant market shift, Samsung has overtaken Apple to become the number one brand in India’s premium smartphone segment during the second quarter of 2025. According to industry trackers, Samsung’s strong performance was fueled by the popularity of its flagship Galaxy S24 series, which resonated with Indian consumers for its cutting-edge features, AI capabilities, and competitive pricing.
The premium smartphone market, defined as devices priced above ₹30,000, has long been dominated by Apple, thanks to its aspirational iPhone lineup. However, Samsung’s focus on innovation, aggressive marketing, and wider availability across offline and online channels gave it the edge this quarter.
Experts highlight that Apple’s market share faced pressure due to limited availability of the iPhone 15 series and anticipation for the upcoming iPhone 16 launch later this year. Meanwhile, Samsung capitalized on the gap, recording impressive sales across metros and Tier-1 cities.
Industry analysts believe this shift indicates the growing competition in India’s high-end smartphone category, with brands like OnePlus and Vivo also strengthening their premium offerings.
As the festive season approaches, the battle between Samsung and Apple is expected to intensify, making the Indian premium smartphone market one to watch closely.
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