Smartphone shipments: Apple gains 34% market share in India as Samsung, Xiaomi decline

• The Indian smartphone shipments have remained flat in Q3, 2023.
• Samsung, Xiaomi and Vivo continue to lead the Indian smartphone industry but see declines.
• Apple has recorded a 34% year-on-year growth in the mentioned quarter.

The Indian smartphone shipments have come flat in the third quarter of 2023, after declining for the last four quarters. The smartphone industry is showing signs of recovery amid the festive season.

“The market is gradually moving towards growth and we are witnessing positive consumer sentiment during festive season sales. India’s smartphone market will experience growth in the coming quarter due to pent-up demand, elongated festive season and faster 5G upgrades,” said Shilpi Jain, senior analyst, Counterpoint Research.

Apple’s growth bite

Apple has recorded a large increase in its market share in India. The Cupertino tech giant has recorded a 34% year-on-year growth in the country. According to Counterpoint, Q3 2023 has emerged as the best quarter yet for Apple in India, with its shipments crossing 2.5 million units.

“Premiumization has started in the world’s second largest smartphone market and Apple has again got the timing right to benefit from this trend through its devices and financing offers,” said Counterpoint Research in its report.

Samsung continues to lead despite decline

Samsung continues to lead the Indian smartphone industry despite a decline in market share. The company’s market share has declined from 19.5% in Q3 2022 to 17.2% in Q3 2023.

The company’s Galaxy A series and Galaxy M series have reportedly performed well.

“Aggressive push in offline through better incentives and price parity across channels, focus on the fastest growing premium segment and innovation through the latest ultra-premium offerings are some of the strategies helping Samsung keep ahead of the competition,” said Shubham Singh, research analyst, Counterpoint Research.

Xiaomi’s affordable 5G devices boost sales

Xiaomi has also recorded a decrease in market share, while continuing to hold the second position. The company’s market share has declined from 20.6% in Q3 2022 to 16.6% in Q3 2023.

The company’s Redmi 12 series and its offline expansion have helped the company to maintain its position. Xiaomi has also been focusing on providing 5G smartphones at an affordable price.

“Xiaomi is effectively capitalising on the opportunity to provide 5G technology in the budget segment. Its latest Redmi 12 5G series received an overwhelming response from consumers,” Singh added.

Vivo records 11% growth

Vivo has emerged as the fastest growing smartphone brand in the top five. The company recorded a 11% year-on-year growth in Q3 2023. Vivo’s market share increased from 14.4% in Q3 2022 to 15.9% in Q3 2023.

The company’s strong offline presence and its sub-brand iQOO, which targets the mid-premium segment helped boost its sales.

Over half of smartphones sold are 5G

In a boost to the country's 5G ambitions, 53% of the smartphones sold in India during Q3 2023 were 5G enabled. One of the reasons for the growth was availability of 5G smartphones in the sub-INR 15,000 segment. Over 35% of the smartphones sold in this segment were 5G enabled, up from 7% in Q2 2023.

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