Premium Smartphone Momentum Set to Accelerate This Festive Season with 18% YoY growth, says CMR

Premium Smartphone Momentum Set to Accelerate This Festive Season with 18% YoY growth, says CMR

Picture of Prabhu Ram, Head - Industry Intelligence Group

Prabhu Ram, Head - Industry Intelligence Group

• Premium smartphone segment (>INR 25,000) set for robust double-digit growth in the upcoming festive quarter
• Demand to be fuelled by older-generation iPhones, latest iPhone 17 series, Samsung Galaxy S25 series, foldables and flips, and the new OnePlus 13 series
• Consumer choices increasingly shaped by performance, camera innovation, AI/Gen AI readiness, and design aesthetics

Gurugram/New Delhi, 18 Sept 2025. The Indian premium smartphone market (>INR 25,000) is on track for strong growth in the upcoming festive season, according to CyberMedia Research (CMR), a leading technology research and advisory firm.  

CMR’s market estimates project an 18% increase in premium smartphone unit sales and a 24% rise in market value year-over-year (YoY). Within the premium segment, super-premium smartphones (INR 50,000–1,00,000) are expected to grow 15% YoY, while the uber-premium segment (>INR 1,00,000) could see a remarkable ~167% surge, fuelled by strong demand for the latest flagship models.

In July 2025, Samsung (28%), Apple (23%) and OPPO (11%) led the premium segment. Premium Android smartphones powered by Snapdragon chipsets captured 40% market share, further cementing Snapdragon as the leader in the premium android market.

According to Prabhu Ram, VP – Industry Research Group (IRG), CyberMedia Research (CMR),“The premium smartphone market segment continues to benefit from strong tailwinds from aspirational buyers, Gen Z, and millennial consumers seek powerful devices that match their evolving digital lifestyles. With increasing accessibility and affordability initiatives, more consumers are now seeking to buy the latest premium devices. When it comes to android smartphone market, smartphone brands that deliver on overall performance, design aesthetics and on-device AI stand to benefit.  From a consumer experience perspective, premium chipsets such as Snapdragon are seen as enabling high-performance devices that support seamless multitasking, advanced gaming, pro-grade camera functionality, and, increasingly, AI and GenAI capabilities.”

Additionally, CMR’s continuous consumer insights program reveals that 85% of those surveyed are seeking an upgrade in the upcoming festive season. Consumers are prioritizing smartphones for performance (89%), gaming (85%), and future-proofing for generative AI features (45%), amongst others.

Here are the key trends shaping the premium smartphone market in July 2025 and the festive season ahead:

  • Samsung: Capturing 28% market share, Samsung Galaxy S25 series and foldable portfolio remain key drivers, appealing to buyers seeking cutting-edge innovation and differentiated form factors.
  • Apple: With 23% market share, Apple is well positioned for a strong festive season, buoyed by the launch of its iPhone 17 series and continued demand for older-generation iPhones, which serve as attractive entry points into the Apple ecosystem.
  • OPPO: OPPO garnered 11% market share, with its OPPO Reno 14 Series accounting for 39% of its shipments.
  • Vivo: Vivo captured 10% market share, driven by the success of its Vivo V50 series and consistent traction for the Vivo T4 lineup.
  • OnePlus: OnePlus captured 8% market share, led by strong demand for its 13R series alongside the OnePlus Nord 5 lineup, with the OnePlus 13 series further strengthening its position.
  • Others: New entrants in the premium market, including realme, iQOO, Motorola Xiaomi, and Nothing, collectively accounted for 19% market share, intensifying competition and expanding consumer choice.
  • Across price tiers, CMR’s insights point to consumers increasingly view the chipset as the smartphone’s core — for over a quarter of them, performance outweighs camera, display, or battery in importance.

“While premium smartphone demand is entering a critical growth phase in the run-up to the festive season and beyond, we remain cautiously optimistic about modest overall market growth. Key growth pockets are emerging in the value-for-money and affordable 5G smartphone segments (INR 15,000–20,000), which are rapidly reshaping consumer expectations. Despite prevailing headwinds, intensifying competition will spur innovation and expand consumer choice, giving buyers more options than ever before,” added Menka Kumari, Senior Analyst – Industry Intelligence Group (IIG), CyberMedia Research (CMR).