How 2020 is shaping up for Apple
Apple started the first quarter with a peak. According to Counterpoint Research, in the first quarter of 2020, Apple recorded 78% year-over-year growth in smartphone shipments. This growth was driven by the strong sales of the iPhone 11 and the deals and discounts offered on Amazon and sites Flipkart. In the premium segment, Apple gained 55% market share OnePlus And Samsung.
In the second quarter – hit by a lockdown – Apple’s market share fell to 49%, according to IDC. However, according to Canalys, overall smartphone shipments fell by 47% in the second quarter when iPhone shipments were closer to 250,000. Once again it helped Apple as the iPhone 11 – along with the iPhone XR – caused the two iPhones to together account for 28% of the premium segment. The release of the iPhone SE in April helped Apple to make its presence felt in the mid-premium segment as well.
In Q3, according to Canalis, Apple recorded double-digit growth and sold nearly 800,000 iPhone units. “Apple is finally turning its attention to India,” Canalys research director Rushabh Doshi said at the time. “It has opened up a direct online store that offers a number of new angles in its marketing strategy, such as using device trade-ins to provide purchase incentives, or making AirPods more attractive with iPhones.”
Apple’s online store in India opened in September, so it didn’t really push but it was a strong sell for the iPhone 11 that helped Apple. The fact that the Apple online store is a big part of Apple’s growth strategy in the country doesn’t help. Buying iPhones directly from Apple is a big plus for consumers and Apple is smart to offer free AirPods such as the iPhone 11 during the festive season.
Apple CEO Tim Cook revealed during the quarterly investor call that the September quarter was a record for the company in India.
More than the iPhone for Apple in India
If Apple is the bread and butter for Apple in the country, then other products are even better. Data from Counterpoint Research shows that Apple has increased its share of the real wireless headphones market by 6%. Apple Air Pods (2nd-Gen) The fifth best-selling real wireless headphones in the country. Considering they start at Rs 14,999, the major brands like Boat, Shiomi, Realme and JBL all work mainly in entry-level price categories.
The MacBook is also doing quite well for Apple in India. According to IDC, Q3 shipments of MacBook in India have increased by 19.4%.
The Road to Apple in India
Overall, Apple still remains a ‘small’ player in India, as it continues to dominate the Chinese brands Oppo, Shiomi, Realme and Vivo. Chinese brands account for over 75% of the total market share in India. But in the premium space, 2020 has proven to be a good year for Apple. It retained its dominance and ranged from Rs 40,000 (iPhone SE) to Rs 1.5 lakh. (IPhone 12 Pro Max) has the opportunity to cater to every kind of premium phone buyer.
The iPhone has always been an aspiration but most people can’t afford it. This is not to say that it is less expensive but Indian consumers have more options when it comes to iPhone.