Vivo kept its top spot in India’s smartphone market in Q4 2025 with a 20% volume share, said Counterpoint Research. Samsung and Oppo followed Vivo. Apple recorded the highest value growth of 28% year-on-year (YoY), with the iPhone 16 becoming the most shipped model in 2025. Shipments fell 4% YoY in Q4 2025 because of inventory corrections after the festive season and rising component costs. The overall market volume grew slightly by 1% YoY but its value grew strongly by 8% due to a shift towards premium phones. Motorola was the fastest-growing brand in India for 2025, with a 54% YoY volume growth. Nothing grew fastest in Q4 2025 with 32% volume increase YoY. CMF was the fastest-growing sub-brand in 2025, growing 83% YoY in volume. Samsung dominated the foldable smartphone segment with an 88% volume share and 28% YoY growth, followed by Motorola. The premium smartphone segment (priced above ₹30,000) grew 11% YoY in volume and made up 22% of total shipments. This segment’s value increased by 8% YoY. Financing played a big role in sales, with 40% of total smartphone sales financed in mainline retail. Nearly two-thirds of premium phones were bought on finance. Online sales saw double-digit value growth in 2025, driven by strong festive offers and promotions on premium models, beating offline channels. Battery capacity is a key trend, rising about 9% YoY on average. OEMs focus on bigger batteries, especially silicon-carbon types, to attract buyers. This comes as rising memory prices reduce demand in the mid-segment. Looking ahead, India’s smartphone market may shrink by a single-digit percentage in 2026 due to rising memory and component costs, especially hurting phones below ₹15,000.