Apple’s Rise in India’s Smartphone Market

In a significant milestone, Apple has secured a position among India’s top five smartphone brands in 2024. This achievement marks the first time the tech giant from Cupertino has entered this elite group since it began selling iPhones in India. The surge in popularity follows the release of the iPhone 16 series in the third quarter of last year, alongside the continued demand for earlier models like the iPhone 15 and iPhone 13. Aggressive trade-in offers have also played a crucial role in boosting sales. As Apple continues to grow in this competitive market, its strategies and offerings are reshaping the landscape of smartphone sales in India.

Apple’s Market Share Growth

According to preliminary data from market research firms IDC and Counterpoint Research, Apple has captured a market share of approximately 9 to 10 percent during the October-December (Q4 2024) period. This is a remarkable achievement for the brand, as it marks its first entry into the top five smartphone brands in India. The increase in market share is attributed to several factors, including festive discounts and attractive financing options. These financing plans include no-cost EMI options for up to 24 months, making Apple products more accessible to a broader audience.

Additionally, e-commerce deals have contributed to Apple’s impressive growth. Upasana Joshi, Research Director at IDC, noted that these deals ensured a high double-digit growth for Apple throughout the year. The popularity of the iPhone 15, launched in September 2023, and the enduring appeal of the iPhone 13, released in 2021, have significantly driven sales. Although the iPhone 13 is no longer available on Apple’s official website in India, its legacy continues to support the brand’s growth. This combination of strategic pricing, financing options, and strong product offerings has allowed Apple to carve out a substantial share of the Indian smartphone market.

Apple’s Long-Term Strategy in India

Apple’s growth in India is part of a broader global strategy aimed at expanding its footprint in emerging markets. The company is positioning India to become its third-largest market by 2026. Over the past five years, Apple’s local sales volumes have consistently increased, with projections indicating that they will reach 15 million units annually by next year. Currently, India ranks as Apple’s fifth-largest market, following Japan and the UK.

In 2024, Apple shipped over 12 million iPhone units in India, reflecting a year-on-year growth of 34 to 35 percent compared to 9 million shipments in 2023. This growth is not only a testament to the brand’s popularity but also highlights the effectiveness of its marketing strategies. Furthermore, Apple is focusing on enhancing its local manufacturing capabilities. The company has begun producing the iPhone 16 Pro and iPhone 16 Pro Max locally through partnerships with Foxconn and Pegatron. This move is expected to bolster Apple’s presence in the Indian market and contribute to its long-term growth strategy.

Local Manufacturing and Future Prospects

Apple’s commitment to local manufacturing in India is a key component of its strategy to strengthen its market position. The company is not only assembling iPhones locally but is also ramping up component production for other products, such as AirPods. This initiative is being carried out in collaboration with Jabil, a global manufacturing services company. By increasing local production, Apple aims to reduce costs and improve supply chain efficiency, which can lead to more competitive pricing for its products.

The focus on local manufacturing aligns with the Indian government’s push for self-reliance in technology and manufacturing. As Apple expands its India-made portfolio, it is likely to create more jobs and contribute to the local economy. This strategic move will also help Apple mitigate risks associated with global supply chain disruptions. As the company continues to innovate and adapt to the Indian market, its prospects for sustained growth appear promising. With a strong product lineup and a commitment to local manufacturing, Apple is well-positioned to thrive in India’s dynamic smartphone landscape.


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