Top

Apple Sees Highest Ever Smartphone Shipments in India in Q3 2023; Market Records Flat YoY Growth

  • With a 17.2% share, Samsung remained the market leader for the fourth consecutive quarter.
  • Xiaomi took the second spot with a 16.6% share, followed by vivo at 15.9%.
  • Apple recorded its highest ever quarterly shipments, crossing 2.5 million units.
  • OnePlus took the top spot in the affordable premium segment with a 29% share.
  • vivo was the fastest growing brand among the top five, registering 11% YoY growth.
  • In the overall market, Transsion brands grew the fastest at 41% YoY.

New Delhi, Hong Kong, Seoul, London, Beijing, San Diego, Buenos Aires – November 1, 2023

India’s smartphone shipments remained flat in Q3 2023 (July-September) even as Apple recorded its highest ever quarterly shipments during the period, according to the latest research from Counterpoint’s Monthly India Smartphone Tracker. After declining for almost a year, India’s smartphone market is showing signs of recovery with a gradual pick-up in consumer demand going into the all-important festive season.

Commenting on the market dynamics, Senior Research Analyst Shilpi Jain said, “In Q3 2023, OEMs focussed on launching new devices and kept filling in channels to prepare for the festive season ahead. We saw some interesting launches, with key features like 5G and higher RAM (8GB) diffusing to affordable smartphones (sub-INR 10,000, ~$120). The premium segment and 5G were the two focus areas and saw multiple launches. Many OEMs are now coming up with interesting financing schemes through partnerships with financial institutions and by marketing the per-day cost of buying a new device. 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.”

A chart representing different smartphone brands' market share in India in Q3 2023
Source: Counterpoint Monthly India Smartphone Tracker

Commenting on the competitive landscape and brand-level analysis, Research Analyst Shubham Singh said, “Samsung maintained its leading position for the fourth consecutive quarter with a 17.2% share driven by the success of its A and M series. 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. Samsung was closely followed by Xiaomi, with its 16.6% market share driven by strong demand for the Redmi 12 series and offline expansion. Xiaomi is effectively capitalizing on the opportunity to provide 5G technology in the budget segment. Its latest Redmi 12 5G series received an overwhelming response from consumers.”

“vivo retained the third spot but was the fastest growing brand among the top five, experiencing 11% YoY growth. Strong offline presence, focussed approach to CMF (Colour, Material, Finish), and targeting the mid-premium segment through its sub-brand IQOO drove the demand for vivo. In the overall market, Transsion brands grew the fastest at 41% YoY. Experiencing a high-growth phase in India, Apple recorded 34% YoY growth. Q3 2023 also marked the best quarter for Apple’s shipments in the country, which crossed 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. OnePlus was the top brand in the affordable premium segment (INR 30,000-INR 45,000, ~$360-$540) with a 29% share driven by strong sales of the OnePlus 11R.”

Other key insights

  • Faster 5G upgrades: In Q3 2023, the share of 5G smartphone shipments reached 53%. The main growth driver was OEMs pushing multiple launches in the INR 10,000-INR 15,000 (~$120-$180) segment. The 5G penetration reached 35% in this segment, compared to 7% in Q3 2022.
  • Ultra-premiumization trend: The trend of ultra-premiumization (>INR 45,000, ~$540) is steadily gaining momentum with each passing quarter. In Q3 2023, the segment grew 44% YoY driven by the availability of easy financing options, implementation of various incentive programs in the market, and growing consumer aspirations for the latest technology.
  • Foldables going mainstream: We are observing an increasing demand for foldables in the ultra-premium segment due to their different form factor, which transforms the way we perceive and utilize smartphones. The future looks promising for them as more OEMs are entering the segment.
  • 4G feature phone growth: The share of 4G feature phones in the overall feature phone shipments increased to 32% in Q3 2023 following the launch of the JioBharat platform. Low cost (INR 999, ~$12), features like UPI, and access to a wide variety of apps are the key factors driving this demand.
  • Other notable brands that grew YoY during Q3 2023 were Nokia (31%), Motorola (27%), realme (7%) and Google (6%).

The comprehensive and in-depth ‘Q3 2023 India Smartphone Tracker’ is available for subscribing clients. 

Feel free to contact us at press@counterpointresearch.com for questions regarding our latest research and insights.

The Market Monitor research relies on sell-in (shipments) estimates based on vendors’ IR results and vendor polling, triangulated with sell-through (sales), supply chain checks and secondary research.

You can also visit our Data Section (updated quarterly) to view the smartphone market shares for World, USChina and India.

Background

Counterpoint Technology Market Research is a global research firm specializing in products in the TMT (technology, media and telecom) industry. It services major technology and financial firms with a mix of monthly reports, customized projects and detailed analyses of the mobile and technology markets. Its key analysts are seasoned experts in the high-tech industry.

Related Posts

Counterpoint research is a young and fast growing research firm covering analysis of the tech industry. Coverage areas are connected devices, digital consumer goods, software & applications and other adjacent topics. We provide syndicated research reports as well as tailored. Our seminars and workshops for companies and institutions are popular and available on demand. Consulting and customized work on the above topics is provided for high precision projects.

Term of Use and Privacy Policy

Counterpoint Technology Market Research Limited

Registration

In order to access Counterpoint Technology Market Research Limited (Company or We hereafter) Web sites, you may be asked to complete a registration form. You are required to provide contact information which is used to enhance the user experience and determine whether you are a paid subscriber or not.
Personal Information When you register on we ask you for personal information. We use this information to provide you with the best advice and highest-quality service as well as with offers that we think are relevant to you. We may also contact you regarding a Web site problem or other customer service-related issues. We do not sell, share or rent personal information about you collected on Company Web sites.

How to unsubscribe and Termination

You may request to terminate your account or unsubscribe to any email subscriptions or mailing lists at any time. In accessing and using this Website, User agrees to comply with all applicable laws and agrees not to take any action that would compromise the security or viability of this Website. The Company may terminate User’s access to this Website at any time for any reason. The terms hereunder regarding Accuracy of Information and Third Party Rights shall survive termination.

Website Content and Copyright

This Website is the property of Counterpoint and is protected by international copyright law and conventions. We grant users the right to access and use the Website, so long as such use is for internal information purposes, and User does not alter, copy, disseminate, redistribute or republish any content or feature of this Website. User acknowledges that access to and use of this Website is subject to these TERMS OF USE and any expanded access or use must be approved in writing by the Company.
– Passwords are for user’s individual use
– Passwords may not be shared with others
– Users may not store documents in shared folders.
– Users may not redistribute documents to non-users unless otherwise stated in their contract terms.

Changes or Updates to the Website

The Company reserves the right to change, update or discontinue any aspect of this Website at any time without notice. Your continued use of the Website after any such change constitutes your agreement to these TERMS OF USE, as modified.
Accuracy of Information: While the information contained on this Website has been obtained from sources believed to be reliable, We disclaims all warranties as to the accuracy, completeness or adequacy of such information. User assumes sole responsibility for the use it makes of this Website to achieve his/her intended results.

Third Party Links: This Website may contain links to other third party websites, which are provided as additional resources for the convenience of Users. We do not endorse, sponsor or accept any responsibility for these third party websites, User agrees to direct any concerns relating to these third party websites to the relevant website administrator.

Cookies and Tracking

We may monitor how you use our Web sites. It is used solely for purposes of enabling us to provide you with a personalized Web site experience.
This data may also be used in the aggregate, to identify appropriate product offerings and subscription plans.
Cookies may be set in order to identify you and determine your access privileges. Cookies are simply identifiers. You have the ability to delete cookie files from your hard disk drive.