Apple’s iPhone 15 series accounted for more than half of the company’s Q4 smartphone shipments in India, according to a report from Canalys. The popularity of these models was fueled by Apple’s aggressive marketing during the festive sales season, which coincides with the Diwali celebrations and brings discounts and offers across online and offline channels in the country.
Due to a shift in the timing of Diwali, Apple was able to capitalize on the festival sales to promote its latest iPhone models, Sanyam Chaurasia, a senior analyst at Canalys, told TechCrunch.
The iPhone 15 series, featuring notable changes such as USB-C, the capsule-shaped Dynamic Island, and a matte back finish, has resonated with Indian consumers, despite the dominance of Android devices in the market.
Additionally, Apple’s improved financing options, better consumer environment, and increased retail presence have contributed to the appeal of the iPhone 15 series in India, Chaurasia explained.
Apple’s locally assembled iPhone 15 series, which was launched in September, marked the company’s commitment to the Indian market as it expanded its local production footprint.
Despite its success, Apple still holds a modest 7% share of the Indian smartphone market, with Samsung and Xiaomi leading in Q4, according to Canalys.
However, Apple’s shipments grew by nearly 32% quarter-on-quarter in the fourth quarter, demonstrating strong momentum in the Indian market.
While the high pricing of iPhone models remains a hurdle for Apple in India, the company is making strides to increase its local presence and appeal to price-sensitive consumers. This includes the opening of new physical stores and achieving record quarterly shipments in the region.
Overall, the Indian smartphone market showed signs of recovery in Q4, with a 20% year-on-year growth in shipments. Canalys anticipates further growth in the Indian smartphone market in 2024, driven by affordable 5G offerings and the replacement cycle due to the pandemic. However, vendors will need to navigate rising bill of materials costs to maintain momentum.
Image Credits: Canalys
