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Introduction
Apple’s global premium smartphone performance in 2025 is making waves, with a fresh report from Counterpoint Research highlighting how India and China have become the twin engines of its growth. Despite losing some market share, Apple posted a surprising 3% year-over-year rise in sales during the first half of 2025, largely thanks to its expanding presence in these two powerhouse markets. This shift not only signals a change in Apple’s regional strategies but also underscores how global demand for premium devices is evolving in the AI and foldable phone era.
the Report
The Counterpoint Research findings reveal that India and China were crucial to Apple’s resurgence in the premium smartphone market. Apple, despite experiencing a decline in overall share, secured a 62% market dominance in H1 2025. Meanwhile, Samsung followed with a 20% share and a stronger 7% sales increase.
China, the largest premium smartphone market, played a massive role, while India’s premium market grew an impressive 37% YoY, driven by Apple’s financing options and increased accessibility of iPhones. Interestingly, Apple’s rivals like Huawei, Xiaomi, and Google surged ahead, eating into its share. Google stood out with a staggering 105% growth YoY, fueled by the Pixel 9’s success, reentering the global top 5.
The global premium smartphone sector as a whole witnessed its best-ever first half, with an 8% overall sales increase. GenAI-capable smartphones dominated sales, representing more than 80% of premium shipments, signaling a strong consumer appetite for AI-powered devices. Meanwhile, foldables remain a growing but niche market, expected to gain further momentum with Apple’s anticipated entry.
Counterpoint’s analysis also emphasized that Apple, while gaining in India and stabilizing in China, continues to lose share to local champions like Huawei and Xiaomi, who thrive on loyal customer bases and powerful offline retail networks.
Accessory sales remain strong as well, with AirPods Pro 3, Apple AirTags, and Beats cables making waves on e-commerce platforms, further boosting Apple’s ecosystem revenues.
What Undercode Say:
Apple’s 2025 journey offers more than just numbers—it reveals the brand’s evolving strategy in the face of intensifying competition. Let’s break it down:
India’s Premium Market Explosion
India has finally cemented itself as Apple’s next frontier. With a 37% YoY growth rate, India is no longer just a “potential” market; it’s now a critical growth engine. Affordable financing, aspirational demand, and Apple’s expansion of local manufacturing have made the iPhone accessible to the country’s rising middle class. This strategic shift reduces Apple’s over-reliance on Western markets.
China’s Complicated Relationship
China, Apple’s second-largest market, remains both an opportunity and a battlefield. While Apple revived sales momentum, Huawei’s comeback—driven by its Kirin-powered devices and patriotic consumer sentiment—has eaten into Apple’s dominance. Xiaomi’s offline presence also poses challenges that Apple’s online-heavy strategy struggles to counter.
Google’s Surprising Rebound
The standout shocker in the report is Google’s 105% growth, propelled by the Pixel 9. Its focus on GenAI-first devices resonates with consumers hungry for smarter, AI-integrated experiences. This growth challenges the Apple-Samsung duopoly and signals that innovation—not just brand power—is reshaping the premium space.
GenAI: The New Battleground
With 80% of premium smartphones now AI-capable, the industry has entered a new phase. Apple must accelerate AI feature integration to defend its position. The launch of iOS AI upgrades and a rumored AI-driven Siri overhaul could be decisive moves.
Foldables: The Next Big Disruption
Although foldables are still niche, Apple’s rumored 2026 foldable iPhone could transform the market overnight. Samsung and Huawei have pioneered this segment, but Apple’s brand power could mainstream the technology, just as it did with smartphones in 2007.
Ecosystem Expansion
Apple’s accessory dominance—AirPods, AirTags, Beats—reinforces its ecosystem lock-in strategy. Even as smartphone competition heats up, Apple leverages these add-ons to boost revenue and deepen customer loyalty.
Market Share vs. Sales Growth
A critical takeaway: Apple grew sales but lost market share. This paradox highlights the ferocity of competition in the premium space. While Apple thrives in absolute terms, competitors like Huawei and Google are innovating faster, pulling attention away from Cupertino.
✅ Fact Checker Results
Apple did achieve a 3% YoY sales increase in H1 2025.
India recorded the fastest premium growth at 37% YoY, led by Apple’s push.
Google’s 105% YoY surge with Pixel 9 is confirmed by Counterpoint Research.
🔮 Prediction
Apple’s future in the premium smartphone race depends on how fast it embraces GenAI and foldables. India will continue to be Apple’s brightest growth story, but China will remain unpredictable due to local rivals’ strongholds. Expect Apple’s foldable debut in 2026 to reshape the premium landscape, while AI-driven iPhones could mark the next “supercycle” in sales.
🕵️📝✔️Let’s dive deep and fact‑check.
References:
Reported By: 9to5mac.com
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