Apple Targets 10% Share in India with New iPhone
Long queues formed outside stores as Apple aims for double-digit market share in India's competitive smartphone sector.
Key points
- Apple aims for a 10% market share in India in 2026, up from 4% in 2022.
- The iPhone 18 Pro costs $1,700, but zero-cost monthly plans reduce monthly payments to under 10% of the price.
- Apple sold 14.4 million iPhones in India in 2025, with sales growing 16% compared to a 12% regional average.
Apple is set to increase its presence in India, the world’s second-largest smartphone market. This shift follows strong demand for the latest iPhone models launched last Friday.
Customers in major cities like Mumbai and Delhi waited in long lines to buy the new devices. Some reportedly waited over 10 hours to secure a phone, signaling a change in consumer behavior.
Demand outpaces previous generations
Experts told CNBC that interest in the new iPhone 18 Pro series is strong. Demand is nearly 20% higher than for the iPhone 17 series launched last year.
This surge suggests Apple’s market share in India will reach 10% in 2026. This would be the first time the company hits double digits in a single calendar year.
The company’s share was only 4% in 2022. The jump reflects a growing appetite for premium devices among Indian consumers.
Pricing strategies drive affordability
The iPhone 18 Pro costs 164,900 rupees, roughly $1,700. This is a steep price in a country with a per capita annual GDP of $2,800.
Apple offers zero-cost monthly payment plans to make the cost manageable. Customers can pay less than 10% of the total price each month for 12 months.
These financial tools narrow the gap between aspiration and affordability. They allow buyers to own a premium device without paying the full sum upfront.
Chinese rivals lose ground
Chinese brands currently dominate the Indian market, with four of the top five companies hailing from China. Vivo holds the largest share at about 18%.
