The Tool Desk
Outbyte Driver Updater FREEScan for outdated or missing drivers - takes under a minuteDriver Scan →Outbyte PC Repair FREEClear out junk files and repair common Windows errorsFree Scan →iTechGuides is reader-supported. When you buy through links on our site, we may earn an affiliate commission. As an Amazon Associate I earn from qualifying purchases. Learn more
Samsung and Apple are holding their positions in India not because the market is growing, but because demand is shifting toward higher-priced phones and both brands have been positioned to capture it. Samsung combines high-volume A-series models with premium Galaxy devices; Apple has gained shipment momentum with the base iPhone 17 and channel support such as financing, exchange and cashback offers. Neither company is insulated from the downturn, and shipment estimates vary by tracker.
How much is India’s smartphone market shrinking?
Omdia estimated that India shipped 154.2 million smartphones in 2025, down 1% year over year. The decline became sharper in 2026: Omdia put shipments at 30.9 million in Q1, down 5% from a year earlier, and 33.9 million in Q2, down 13% year over year. These are shipment estimates, not counts of phones bought by consumers. Omdia described the market as maturing, with higher input costs, cautious spending and longer replacement cycles weighing on demand; its Q2 account also cited rising memory costs, currency depreciation, inflation and weak summer retail footfall. Omdia’s 2025 market report, Q1 2026 report and Q2 2026 report explain those estimates and factors.
Trackers do not agree exactly. Counterpoint estimated a 3% year-over-year shipment decline in Q1 2026, compared with Omdia’s 5%. The reviewed reports do not provide a like-for-like reconciliation, so the figures should be attributed to their respective providers rather than averaged. Counterpoint’s Q1 2026 estimate uses its own tracker.
Why premium phones can gain while total shipments fall
A shrinking market does not mean every price tier is shrinking at the same pace. Counterpoint reported that India’s smartphone segment above INR 30,000 grew 11% by volume in 2025 and represented 22% of shipments. It was the fastest-growing segment by volume in that report; the broader mix shift contributed to 8% growth in market value. That is evidence of premiumization, not proof that Samsung and Apple alone captured the demand: other brands also compete in the segment. Counterpoint’s 2025 premium-market findings set out the threshold and figures.
#1 Best Overall
- PRIVACY DISPLAY: Automatically hide your screen from those beside you. The built-in privacy display can be preset¹ to turn on when receiving notifications, typing passwords, or using specific apps
- TYPE IT IN. TRANSFORM IT FAST: Enhance any shot in seconds on your smartphone by using Photo Assist² with Galaxy AI.³ Add objects, restore details, or apply new styles by simply typing or tapping
- NIGHTS, CAPTURED CLEARLY: From gigs to city lights, record and capture moments after dark with clarity using Nightography so your photos and videos stay crisp and clear on your Samsung Galaxy
- MAKE IT. EDIT IT. SHARE IT: Turn everyday moments into something personal with creative tools built right into your mobile phone, whether it’s a special contact photo, custom wallpaper, an invitation or more⁴
- HELP THAT KEEPS UP: Stay in the moment while Now Nudge with Galaxy AI helps you respond faster and stay organized with smart suggestions⁵ that appear exactly when you need them on your phone
The distinction between volume and value matters. Shipment share counts devices; value share reflects the monetary value of sales. A brand can increase its value share without selling the most phones. Counterpoint described Apple’s 2025 value share as a record, but the release summary does not establish a precise percentage. That claim should not be read as a claim that Apple led India by unit shipments.
How Samsung is defending its position
Omdia ranked Samsung second in both Q1 and Q2 2026. It estimated 5.1 million Samsung shipments and 16% share in Q1, then 5.9 million shipments in Q2. The pattern points to a portfolio that can serve different price bands rather than relying on a single flagship.
Rank #2
- YOUR CONTENT, SUPER SMOOTH: The ultra-clear 6.7" FHD+ Super AMOLED display of Galaxy A17 5G helps bring your content to life, whether you're scrolling through recipes or video chatting with loved ones.¹
- LIVE FAST. CHARGE FASTER: Focus more on the moment and less on your battery percentage with Galaxy A17 5G. Super Fast Charging powers up your battery so you can get back to life sooner.²
- MEMORIES MADE PICTURE PERFECT: Capture every angle in stunning clarity, from wide family photos to close-ups of friends, with the triple-lens camera on Galaxy A17 5G.
- NEED MORE STORAGE? WE HAVE YOU COVERED: With an improved 2TB of expandable storage, Galaxy A17 5G makes it easy to keep cherished photos, videos and important files readily accessible whenever you need them.³
- BUILT TO LAST: With an improved IP54 rating, Galaxy A17 5G is even more durable than before.⁴ It’s built to resist splashes and dust and comes with a stronger yet slimmer Gorilla Glass Victus front and Glass Fiber Reinforced Polymer back.
A-series models bring volume
Omdia associated Samsung’s Q1 performance with entry-level A07 and A17 models as well as refreshed mid-range A-series phones. In Q2, it again identified the Galaxy A07 and A17 as volume drivers. Those models give Samsung exposure to buyers who are more price-sensitive than flagship shoppers.
Quick wins for a faster PC:
Fix the driver behind crashes, sound loss and screen glitchesFind Drivers →Repair Windows errors before they cause bigger problemsFix Now →Flagships and channel programs support the mix
Omdia linked a late-Q1 boost to the Galaxy S26 flagship and described channel support in Q2 for the S26 series. The reported programs included Galaxy Forever, exchange and buyback offers, and distributor financing. Separately, Counterpoint said the Galaxy S series reached its highest-ever share within Samsung’s own portfolio in 2025 as the premium segment expanded. Together, these details suggest Samsung can combine broad A-series reach with premium sales; they do not establish that flagships alone explain its ranking.
Rank #3
- TYPE IT IN. TRANSFORM IT FAST: Enhance any shot in seconds on your smartphone by using Photo Assist¹ with Galaxy AI.² Add objects, restore details, or apply new styles by simply typing or tapping
- MAKE IT. EDIT IT. SHARE IT: Turn everyday moments into something personal with creative tools built right into your mobile whether it’s a special contact photo, custom wallpaper, an invitation or more³
- FAST. POWERFUL. AI-READY: Power through your day with AI-accelerated performance from our fastest, smoothest and most powerful Galaxy processor yet, built to keep up with everything you do
- IMMENSELY IMMERSIVE: No matter where you are or what you’re watching, your favorite videos and more come to life with the vibrant display on Galaxy S26
- FIT EVERYONE IN THE SHOT: Group selfies are easier on your Samsung phone with a wider front camera⁴ that captures more of the scene, so no one gets left out of the moment
How Apple is gaining ground without leading unit shipments
Omdia estimated that Apple shipped 2.9 million smartphones in India in Q1 2026, putting it in the tracker’s top five for the first time in its Q1 series. It estimated 3.5 million Apple shipments in Q2, when Apple remained in the top five. These are shipments, not confirmed consumer sell-through or revenue figures.
The base iPhone 17 and channel availability
For Q2, Omdia linked Apple’s shipments to inventory build-up for the base iPhone 17 ahead of expected price increases. It also cited financing, exchange and cashback programs as factors supporting sell-out. These are the tracker’s explanations, not proof of the independent effect of any one model or offer.
Rank #4
- YOUR CONTENT, SUPER SMOOTH: The ultra-clear 6.7" FHD+ Super AMOLED display of Galaxy A17 5G helps bring your content to life, whether you're scrolling through recipes or video chatting with loved ones.¹
- LIVE FAST. CHARGE FASTER: Focus more on the moment and less on your battery percentage with Galaxy A17 5G. Super Fast Charging powers up your battery so you can get back to life sooner.²
- MEMORIES MADE PICTURE PERFECT: Capture every angle in stunning clarity, from wide family photos to close-ups of friends, with the triple-lens camera on Galaxy A17 5G.
- NEED MORE STORAGE? WE HAVE YOU COVERED: With an improved 2TB of expandable storage, Galaxy A17 5G makes it easy to keep cherished photos, videos and important files readily accessible whenever you need them.³
- BUILT TO LAST: With an improved IP54 rating, Galaxy A17 5G is even more durable than before.⁴ It’s built to resist splashes and dust and comes with a stronger yet slimmer Gorilla Glass Victus front and Glass Fiber Reinforced Polymer back.
Retailers’ inventory risk can shape who gets shelf space
Omdia analyst Sanyam Chaurasia said retailers prioritized brands with “lower inventory risk and stronger premium demand,” leaving Samsung and Apple better positioned to capture channel inventory. This helps explain why a brand’s supply planning and ability to support retail programs can matter during a slowdown, alongside consumer demand. It is an analyst assessment published by Omdia, not an official statement from either company.
What the figures do—and do not—show
- Shipments are not the same as sales. Devices shipped into a channel may not yet have been purchased by consumers.
- Shipment share is not value share. Do not use shipment rankings to infer revenue, installed base or profitability.
- Quarterly increases do not erase the market decline. Omdia reported year-over-year market contractions in both Q1 and Q2 2026 even as Samsung and Apple remained in its top five.
- Full-year 2026 is not yet settled. As of October 7, 2026, the reviewed sources did not establish the year’s final result. Omdia’s July outlook projected a double-digit decline; Counterpoint’s April outlook described a single-digit decline. These are dated forecasts from different providers, not final measurements.
The clearest explanation is a mix of premium demand, portfolio breadth and channel execution. Samsung’s A-series provides volume while its flagship line reaches premium buyers; Apple’s Q2 shipments were associated with the base iPhone 17 and retail support. But the evidence describes reported patterns and analysts’ explanations, not a measured causal breakdown of how much each factor contributed.
Quick Recap
Best Value
- Please note, this device does not support E-SIM; This 4G model is compatible with all GSM networks worldwide outside of the U.S. In the US, ONLY compatible with T-Mobile and their MVNO's (Metro and Standup). It will NOT work with other CDMA carriers, and it is also not compatible with their MVNO (Visible, Xfinity Mobile, US Mobile, Cricket Wireless, etc).
- Compatibility with certain third-party devices and accessibility accessories, including some hearing aids, may vary depending on manufacturer support, Bluetooth protocols, software compatibility, and regional firmware limitations. For additional hearing aid compatibility information, please refer to Samsung’s official support documentation.
- Camera: 50 MP, f/1.8, (wide), 1/2.76", 0.64µm, AF | 50 MP, f/1.8, (wide), 1/2.76", 0.64µm, AF | 2 MP, f/2.4, (macro). Battery: 5000 mAh, non-removable | A power adapter is NOT included.
Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on Amazon at the time of purchase will apply.
