Abstract:
Although Apple continues to increase iPhone prices, this price increase strategy does not seem to dampen consumer enthusiasm in the Indian market. The latest market data shows that Apple is gaining increasingly strong market performance in India as the iPhone further strengthens its high-end and status symbol attributes.
According to market research data, the demand for iPhone 18 Pro in India after its launch was significantly higher than that of the previous generation product. Currently, the market demand for iPhone 18 Pro is nearly 20% higher than that of iPhone 17 Pro in the same period in 2025. This increase follows further price increases for the product and is therefore receiving widespread market attention.
Market research firm Counterpoint Research believes that Apple’s share of the Indian smartphone market is expected to reach 10% in 2026. If this prediction comes true, it will be the first time Apple has achieved double-digit market share in India in a single calendar year. In comparison, Apple's market share in 2022 will be only about 4%.
On September 18, the day the iPhone 18 series was officially launched, Apple retail stores in many major cities in India welcomed a large number of consumers. Some consumers made a special trip from out of town to the store to buy new phones, while others queued outside the store for more than ten hours, hoping to get the product as soon as possible.
It's worth noting that the main driver of sales growth isn't entirely coming from new features.
Judging from consumer feedback, many buyers care more about owning the “latest iPhone” itself, rather than the technical features added to the new phone. For many users, iPhone has gone beyond ordinary consumer electronics and has become a symbol of identity, taste and social status. The price increase has further strengthened this high-end image.
Analysts believe that this is closely related to the "high-end" trend that has occurred in the Indian consumer market in recent years. More and more middle- and high-income consumers are willing to invest more in products with brand value and social symbolism, and Apple is becoming an important beneficiary of this trend.
At the same time, Apple has also lowered the purchase threshold for consumers through financial services.
Although the basic iPhone 18 Pro is priced at approximately US$1,700 in India, Apple’s zero-interest installment plan allows consumers to complete the purchase with a lower monthly payment. Under some plans, users only need to pay less than one-tenth of the device price every month to get a new mobile phone, which greatly eases the pressure of one-time payment.
In fact, Apple's development momentum in the Indian market has continued for many years. Although the company experienced a decline in sales in the second quarter of 2026, the industry generally believes that the main reason is insufficient supply rather than weakening market demand. Judging from the overall trend, Apple's sales growth in India has been maintained for about four consecutive years.
In stark contrast to Apple, some manufacturers focusing on the entry-level smartphone market are facing sales pressure. As consumers' spending power increases and the trend of brand upgrades increases, the growth of the low-end smartphone market has slowed down significantly, and some manufacturers have even seen significant declines in sales.
However, industry insiders also remind that the high-end consumption boom may not last forever. This growth momentum may be affected if Apple is unable to maintain its brand appeal in the future, or if consumer acceptance of higher-priced products changes. At the same time, Chinese mobile phone brands continue to attack the high-end market and may compete more fiercely with Apple in the future.
Nevertheless, judging from the current market performance, the price increase has not only not hindered Indian consumers from purchasing iPhones, but has further strengthened the high-end positioning of the product. In the current Indian market, the iPhone is gradually evolving from a smartphone to a symbolic consumer product, and this attribute is helping Apple continue to expand its market influence.
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