After Apple's latest generation iPhone went on sale in India, long queues formed at stores across the country. Foreign media reports indicate that India is still dominated by Chinese brands and Samsung, but Apple is taking advantage of the trend towards higher-end consumption to increase its presence in this world's second-largest smartphone market.

New machine sales drive foot traffic to stores

According to CNBC, Apple stores in cities such as Mumbai, Delhi, and Bangalore experienced long queues last Friday. Some consumers waited for over 10 hours, and others traveled from smaller cities specifically to the larger city stores to purchase new devices.

According to Counterpoint Research, the deputy director of the market research firm Tarun Pathak, preliminary channel surveys indicate that the demand for the iPhone 18 Pro series is nearly 20% higher than that of the previous generation during the same period. The report mentions that many consumers place more emphasis on "owning the latest iPhone" itself, rather than just its specific features.

The trend towards high-end products supports Apple's expansion.

IDC India, Senior Manager of Customer Device Research, and Upasana Joshi stated that Apple has simultaneously raised prices and introduced more expensive models in India, but the higher prices have instead strengthened its premium positioning. She believes that although the price premium in the Indian market is more evident this time, overall demand is still supported, although the growth rate may slow down.

Pathak believes that Apple has seized the trend of consumer upgrading in India, and zero-cost installment plans along with student discounts have narrowed the gap between "wanting to buy" and "being able to afford to buy." Taking iPhone 18 Pro as an example, this phone is priced at 164,900 rupees in India, which is approximately 1,700 US dollars. If a 12-month zero-cost installment plan is used, consumers pay less than 10% of the total price each month.

India has become an important market for Apple in Asia.

IDC Data shows that in 2025, Apple sold a total of 37.2 million units in the Asia-Pacific market (excluding China and Japan) iPhone, of which 14.4 million units were sold in the Indian market. During the same period, Apple's sales growth in India was 16%, which is higher than the regional average growth rate of 12%.

However, the overall sales in India's smartphone market have weakened this year, with entry-level models being more significantly affected by rising prices. Experts say that Apple's shipments to India in the second quarter of this year also saw their first decline in over four years, but this is mainly due to supply shortages and inventory restrictions.

Reports indicate that iPhone, Pro, Pro Max, and Duo will continue to be sold in October, and whether this will reverse the overall shipment trend remains to be seen. However, many industry insiders believe that the release of these new models will help Apple further consolidate its position in the high-end smartphone market in India.