Apple's launch of the iPhone 18 Pro and Pro Max in India has generated unprecedented consumer enthusiasm, with long queues forming outside Apple stores in major cities such as Mumbai, Delhi, and Bengaluru. Some customers waited overnight, and others traveled from smaller cities, underscoring the iPhone's status as a coveted symbol regardless of its high price point. According to customer Hitesh Patel, 'I change my iPhone every year,' reflecting the strong aspirational appeal of owning the latest Apple device [1].
Experts cited by CNBC report that demand for the iPhone 18 Pro series is nearly 20% higher than for the iPhone 17 series launched the previous year. Tarun Pathak, research director at Counterpoint Research, stated that Apple's volume market share in India is likely to reach 10% in 2026, marking the first time the company will achieve double digits in a single calendar year, up from 4% in 2022 [1].
This surge in demand and market share comes as Chinese smartphone brands, which have traditionally dominated the Indian market, are losing ground. According to June-quarter data from IDC and Counterpoint Research, four of the top five brands in India are Chinese, with Vivo holding the largest share at about 18%, followed by Samsung. However, rising global chip costs are forcing these affordable brands to increase prices, impacting their competitiveness [1].
Despite Apple also raising prices and positioning its devices as more premium, the brand's demand remains robust. Upasana Joshi, senior research manager at IDC India, noted that higher iPhone prices only enhance its aspirational value, and demand is expected to hold steady, though the pace of growth may moderate. During the June quarter, IDC data showed that while most Chinese brands lost market share, Apple and Samsung gained [1]. Apple has effectively leveraged India's trend toward premiumization, supported by strong affordability levers [1].
CONCLUSION
Apple's iPhone 18 Pro launch has significantly boosted its market share and brand prestige in India, with demand outpacing previous models despite higher prices. The company's gains come as Chinese competitors lose ground, signaling a shift in India's premium smartphone market dynamics.