Raising iPhone prices has unexpectedly boosted Apple's market share in India, driven by aspirational demand and installment plans. The iPhone 18 Pro sees nearly 20% more demand than the iPhone 17 Pro in 2025. Counterpoint Research's Tarun Pathak predicts Apple's volume market share will hit 10% in 2026, up from 4% in 2022.

On release day, customers queued for up to ten hours at Apple Stores in Mumbai and other major cities. Demand stems from owning the latest model as a status symbol, not new features. Apple's financing plans, like zero-interest monthly payments, make the $1,700 base iPhone 18 Pro affordable.

Sales dipped in June due to supply issues, but growth continues overall. Rivals like Samsung struggle, while Chinese manufacturers face acute sales drops. Apple's success depends on balancing aspirational appeal with accessible financing.