This marks a turning point for Apple, which has long been competing in a market dominated by budget-friendly brands. Thanks to the rising popularity of its iPhone 15 and iPhone 13 models, and attractive trade-in offers, Apple has managed to establish a stronger foothold in India
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Apple has achieved a significant milestone in India by breaking into the country’s top five smartphone brands for the first time. This accomplishment marks a turning point for the iPhone maker, which has long been competing in a market dominated by budget-friendly local brands, according to data from IDC and Counterpoint research Thanks to the rising popularity of its iPhone 15 and iPhone 13 models, coupled with attractive trade-in offers, Apple has managed to establish a stronger foothold in one of the world’s most competitive smartphone markets.
With an estimated market share of 9–10 per cent in the fourth quarter of 2024, Apple’s progress reflects a shift in Indian consumer preferences towards premium devices. This success is part of the company’s broader global strategy to make India a key market, where its sales and local manufacturing initiatives are paving the way for long-term growth.
iPhone 15 and iPhone 13 leading the charge
Central to Apple’s success in India is the enduring appeal of the iPhone 13, launched in 2021, and the strong demand for the newer iPhone 15, which debuted in September 2023. Despite being an older model, the iPhone 13 remains a favourite due to its affordability and widespread trade-in options. Meanwhile, the iPhone 15 has drawn attention for its advanced features, capturing interest from Indian consumers looking for premium smartphones.
Both devices have played a pivotal role in helping Apple secure its place among the top five smartphone brands. The strategic focus on these models, combined with trade-in offers and competitive pricing, has resonated with price-sensitive Indian buyers.
Strategic discounts and financing options
Apple’s climb into the top tier has also been fuelled by its marketing efforts. The company introduced festive discounts and financing options, such as interest-free EMIs for up to 24 months, making its devices more accessible. These offers were further bolstered by e-commerce platform deals, which helped Apple achieve double-digit growth throughout the year. Industry experts have pointed out that these consumer-friendly initiatives have been instrumental in propelling Apple to this new milestone.
Local manufacturing drives growth
Another cornerstone of Apple’s strategy in India has been its investment in local manufacturing. By producing models like the iPhone 16 Pro and Pro Max through partnerships with Foxconn and Pegatron, the company has reduced costs and streamlined its supply chain. Apple also ramped up the production of AirPods components in India, underlining its long-term commitment to the market.
In 2024, Apple shipped over 12 million iPhones in India, marking a 34–35% year-on-year growth. With India projected to become Apple’s third-largest market by 2026, these efforts are laying the groundwork for sustained growth in a fiercely competitive market.
