Apple posted a record quarter in India, marking its strongest performance to date, driven by the launch of the iPhone 16 series. The Cupertino-based tech giant shipped 4 million units, according to the International Data Corporation (IDC). Overall, India’s smartphone market expanded by 6 percent, totalling 46 million units. This growth highlights the rising appetite for premium smartphones in the country, where Apple’s premium positioning strategy has paid off substantially.
In a notable reshuffle, Vivo reclaimed its spot as the top smartphone brand in India, capturing a 15.8 percent market share with a significant 20 percent annual increase. Samsung, however, faced a downturn, dropping to third place with a sharp 19.7 percent year-on-year decline, reducing its share to 12.3 percent from 16.7 percent in the previous quarter. Oppo capitalised on this drop, advancing to second place with 13.9 percent of the market and a remarkable 47.6 percent rise over the year.
Realme also experienced a downturn, with its market share falling from 15.1 percent in Q3 to 11.4 percent in the fourth quarter, reflecting a 19.4 percent annual drop. Xiaomi held steady in fifth place with an 11.4 percent share, seeing a modest 2.7 percent increase. Apple’s rise was among the most notable, with a 58.5 percent year-on-year increase in market share, capturing 8.6 percent of the market, particularly in the high-margin premium segment.
Xiaomi’s Poco brand also showed gains, securing the sixth position with a 5.8 percent market share. Meanwhile, Motorola saw the most substantial surge, with a 149.5 percent year-on-year increase, capturing 5.7 percent of the market. This surge highlights Motorola’s growing influence in India, driven by an effective strategy that has resonated with Indian consumers. iQOO, another emerging brand, registered a 101.4 percent increase, ending the quarter with a 4.2 percent share. Conversely, OnePlus, once a strong player in the Indian market, slipped to tenth place with a 3.6 percent share, following a 39.3 percent year-on-year decline.
The Premiumisation Trend Persists
The impressive performance in the final quarter was fuelled by an aggressive combination of discounts, flexible financing options, extended warranties, and cashback incentives across online and offline channels. Upasana Joshi, Senior Research Manager at IDC Asia Pacific, credited this success to the appeal of new 5G smartphones, with flagship models from Apple and Samsung sparking significant demand during India’s eTailer sales events.
Average selling prices (ASP) for smartphones in India saw an upward trend, growing 0.9 percent year-on-year and 3.8 percent quarter-on-quarter to reach $258. The entry-premium segment, defined as devices priced between Rs 16,000 and Rs 32,000 ($200 to $400), recorded robust growth at 42 percent, now holding a 28 percent share. Oppo emerged as the biggest winner in this segment. In the premium segment, ranging from Rs 48,000 to Rs 64,000 ($600 to $800), Apple captured a dominant 71 percent share, while Samsung’s share in this bracket dropped to 19 percent, down from 30 percent a year earlier.
Shipments of 5G smartphones saw a remarkable increase, with 38 million units sold, accounting for 83 percent of the total market, a steep rise from 57 percent in the previous year. Notably, ASPs for 5G devices declined by 20 percent year-on-year to $292. Budget-friendly 5G models priced between Rs 8,000 and Rs 16,000 ($100 to $200) doubled their market share, comprising half of all 5G shipments, with models from Xiaomi, Apple, and Oppo leading this segment.
Online sales channels expanded, growing 8 percent year-on-year and accounting for 51 percent of shipments, up from 50 percent in the previous year. Apple emerged as the second-largest player in online sales, with the iPhone 15 and iPhone 13 leading shipments. Offline channels also recorded a modest 3 percent growth, as brands extended attractive offers across both sales channels.
Among the top brands, Vivo held onto its lead for the third consecutive quarter, bolstered by the popularity of its Y series and the new T3 and V40 series. Oppo, with releases like the A3x, K12x, and Reno 12, saw the highest growth among the top five brands. The start-up brand Nothing experienced the highest growth overall, followed by Motorola and iQOO, signalling an evolving competitive landscape in India’s smartphone market.
Apple’s shipment of 4 million units underscores its expanding foothold in India, with the iPhone 15 and iPhone 13 series widening the market value gap between Apple and Samsung. Apple now holds a value share of 28.7 percent compared to Samsung’s 15.2 percent.
Looking forward, market analysts predict a cyclical dip in demand as high Q3 shipments lead to increased inventory levels in Q4. Navkendar Singh, AVP at IDC, projects a low single-digit growth for the Indian smartphone market by the end of 2024. He suggests that sustained growth in 2025 will require momentum in mass and entry-premium segments and predicts increased marketing around AI-integrated features.
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