Apple entered the top five highest-shipping smartphone vendors in India, as the overall market recorded a 5% shipment increase in 2024, despite ending Q4 with a decline.
Analyst firm Canalys reported that the Indian smartphone market contracted by 4% to 37.2 million units in the final quarter of 2024, primarily due to vendors adjusting inventory after the holiday season. However, the market achieved an overall growth of 5%, reaching 155.9 million shipments, driven by the pandemic refresh cycle and demand for 5G upgrades.
Vivo led the market with a 20% share, shipping 7.5 million units, followed by Xiaomi in second place with 5.7 million units. Samsung claimed third place with 5.4 million units, while Oppo (excluding OnePlus) secured fourth with 4.2 million units. Apple rounded out the top five with shipments of 4 million units.
Canalys highlighted that this marks the first time Apple has finished in the top five in India, attributing the milestone to aggressive promotions and strong festive demand. Apple opened its first retail stores in India in 2023 and is in the process of establishing four more.
“Apple has broken into the top five in the Indian smartphone market for the first time, with a continued focus on driving upgrades and strengthening its ecosystem,” said Canalys Senior Analyst Sanyam Chaurasia.
“In 2024, competition in the ultra-premium segment intensified amid aggressive launches from Android vendors. Consequently, Apple has adopted assertive channel-driven promotions, especially during competitors’ flagship launches, ahead of iPhone releases, and festive seasons. Beyond instant cashback and discounts, initiatives like the ‘Buyback Programme’ and the ‘iPhone for Life Programme,’ which offer interest-free EMI plans, have significantly enhanced affordability and boosted upgrades.
“Merchants are willing to absorb the costs of these zero-interest programmes, recognising Apple’s strong brand appeal as a key driver. Going forward, Apple will focus on three key areas: driving Pro series upgrades for existing customers following local production price adjustments, expanding into lower-tier cities to attract new iOS users amid the high aspirational value of iPhones, and increasing demand for its ecosystem across the market.”
Chaurasia added that the Indian smartphone market is projected to experience “modest single-digit growth in 2025” due to limited growth catalysts and the conclusion of the pandemic replacement cycle.
