Some Apple fans in India were willing to spend the night outside a store for a phone that costs upwards of Rs 1.6 lakh. As the iPhone 18 Pro and Pro Max went on sale on Friday, buyers began queuing hours before stores opened, with some reaching as early as 4 am.
There is something almost pilgrimage-like about an iPhone launch in India. People turn up before sunrise, wait in long queues and still leave excited to have the latest phone in their hands, even though the same purchase is only a few taps away online.
The queues, however, are only the most visible sign of a much bigger India story: Apple has crossed $10 billion in annual sales in the country, premium smartphones are taking a larger share of consumer spending and India is increasingly becoming part of Apple's global production and export chain.
Also Read: Apple's new trio in India- iPhone 18, AirPods & Watch
From an aspirational phone to a premium habit
For years, the iPhone in India was largely a premium aspiration. Its price kept it well above the mass market, where cheaper Android phones dominated.
That equation has been changing as India's smartphone market itself moves up the price ladder.
As per IDC, smartphone shipments in India fell 4.1% year-on-year to 31 million units in the first quarter of 2026. Yet the market grew 5.8% in value terms and the average selling price climbed 10.4% to a record $302.
In other words, Indians bought fewer smartphones, but spent more on the phones they did buy.
Counterpoint Research's latest data reinforces the shift. Premium smartphones accounted for a record 29% of India's smartphone market in the first half of 2026, with Apple and Samsung leading the segment.
