Apple is rapidly strengthening its hold on India’s premium smartphone space, driven by a noticeable surge in popularity among Gen Z consumers. The latest edition of the ET Snapchat Gen Z Index, powered by Kantar, shows that while Samsung remains the top choice overall, Apple is fast closing the gap—particularly among women, younger Gen Z users, and consumers in non-metro cities.
Samsung continues to dominate in brand affinity thanks to its strong product lineup and long-standing trust across urban markets. But Apple’s rise is striking: the brand is seeing stronger traction among first-time buyers and younger users who view premium smartphones as an expression of identity and lifestyle. Its growing acceptance among women and small-town Gen Z users signals a shift in purchasing behaviour, where aspirations for reliability and status are pushing demand for high-end devices.
Although Apple and Samsung remain the clear leaders in recall and preference, the report notes that other smartphone brands failed to make a similar impact with Gen Z this quarter—reinforcing a market that is increasingly skewed toward premium options.
A New Definition of Premium in Young India
Apple’s growing influence outside major metros underscores a broader cultural and digital transformation. As technology access expands and aspirations rise, luxury is no longer defined by exclusivity—it’s becoming an attainable symbol of ambition.
For India’s Gen Z, especially in smaller cities, the iPhone is evolving from a niche premium product into a mainstream choice that blends status, design, and long-term value. And that shift may well shape the next chapter of India’s smartphone market.