NEW DELHI: Apple's global dominance is on the rise, and India has claimed a significant spot in its success story. As of the second quarter in 2023, India proudly stands among Apple's top 5 smartphone markets worldwide. The tech giant leads the ultra-premium segment, boasting an impressive 59 percent share in the Rs 45,000 and above category, according to a recent report.

Notably, India's premium smartphone segment saw an astounding 112 percent year-on-year growth during the April-June period, making it a substantial contributor, now accounting for 17 percent of Apple's overall shipments, as reported by Counterpoint Research.

Meanwhile, in the broader Indian smartphone market, Samsung continues to hold the top position for the third consecutive quarter, securing an 18 percent share. Interestingly, Samsung managed to reclaim its leading spot in the premium smartphone segment (Rs 30,000 and above) after a year, boasting a healthy 34 percent share. However, Apple still leads the ultra-premium segment with its impressive 59 percent share, and India now plays a significant role among Apple's top-five markets, as pointed out by research analyst Shubham Singh.

The competition also remains fierce as Vivo maintains its second position, being the only brand among the top five to experience annual growth. On the other hand, OnePlus stands out as the fastest-growing brand in the Indian smartphone market during Q2, achieving a remarkable 68 percent year-on-year growth.

During the second quarter, original equipment manufacturers (OEMs) experienced an improvement in inventory and demand, thanks to the upcoming festive season. Aggressive strategies were put in place by both OEMs and channels to clear existing inventory through multiple sales and promotions, as highlighted by senior research analyst Shilpi Jain. The festive season is expected to bring interesting launches and enticing offers from brands to lure consumers, with 5G technology expected to play a pivotal role in driving growth.

Vivo's growth is attributed to its strong offline presence, the rise of its sub-brand iQOO in the online market, and multiple product launches across various price ranges. OPPO also achieved significant success, claiming the top position in the upper mid-tier range (Rs 20,000-Rs 30,000) segment with a 21 percent market share.

Moreover, the 5G smartphone market in India reached a significant milestone during Q2, surpassing 100-million cumulative shipments. This surge in 5G upgrades was driven by the expansion of 5G networks and the availability of more affordable devices, making 5G a critical growth driver, as mentioned in the report.

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