More storage, not bigger screens: What Indians are buying ahead of iPhone 18

India’s iPhone buyer is becoming more willing to pay for performance and storage, but bigger does not necessarily mean better. Croma’s sales data for the past year shows that one in five iPhone buyers opted for a Pro model, while 256GB emerged as the preferred storage option. At the same time, 6.3 inch devices accounted for 84% of sales, pointing to a preference for premium features without moving to the largest form factor.

The data comes as anticipation builds around Apple’s upcoming iPhone 18 series and offers a snapshot of how Indian consumers are making their smartphone choices.

Pro models accounted for 20% of Croma’s iPhone sales, while the remaining 80% went to non Pro variants. While value continues to matter, a sizeable section of consumers is willing to pay more for enhanced performance and features.

“The data reflects a new generation of Indian consumers who are making thoughtful technology investments. While value remains important, we’re seeing a growing willingness to upgrade for better performance, larger storage, and enhanced experiences,” a Croma spokesperson said.

256GB finds the sweet spot

Even in storage preferences, the inclination is towards higher specifications. The 256GB variant emerged as the most popular choice, surpassing both 128GB and 512GB models.

Croma attributed the trend to changing digital habits, with consumers storing increasing volumes of high resolution photos, videos, apps and other personal content on their smartphones. As a result, larger storage is increasingly being viewed as a practical requirement rather than a premium add on.

Devices with 6.3 inch displays, including the iPhone 17 and iPhone 17 Pro, accounted for 84% of sales. The larger 6.9 inch iPhone 17 Pro Max accounted for 12%, suggesting that portability continues to influence purchase decisions even among premium smartphone buyers.

Geographically, Maharashtra remained Croma’s biggest iPhone market, accounting for 23% of sales, followed by Delhi and Karnataka at 11% each. 

There is also evidence that Apple is attracting customers from outside its existing ecosystem. Around 15% of iPhone buyers at Croma were switching from Android, pointing to continued interest among first time Apple users.

Meanwhile, 8% of buyers opted for Apple Care protection plans, indicating some consumers are also spending on protection alongside the device itself.

Croma’s sales data also highlights the growing importance of fulfilment speed in smartphone retail. The retailer delivered more than 100 iPhone orders within 20 minutes across Pune, Mumbai and Bengaluru, while its fastest delivery was recorded in Pune at 10 minutes and 31 seconds.