In January this year, Apple CEO Tim Cook mentioned several reasons why iPhone sales were not picking up in the emerging markets including in India — customers holding on to their older iPhones a bit longer, weak macro-economic conditions, foreign exchange and battery exchange programmes. As the year draws to an end, there has been a complete turnaround in Apple’s market share and presence in India, and all the above-mentioned reasons for poor growth have somehow magically disappeared.
“The opening quarter shipments for the new iPhone 11/Pro series has had a good reception, together accounting for 23 per cent of Apple shipments in 3Q19”, Joshi informed. Apple topped the premium smartphone segment by garnering a massive 51.3 per cent share in the Rs 35,000 and above price segment in the third quarter. Apple regained top position in the premium segment in India in the second quarter with an overall share of 41.2 per cent.
For the coming quarters, Joshi said, Apple should continue to focus more on the $700-$850 (Rs 50,000-Rs 61,000) segment, as that is the sweet spot for iPhones in India with added attractive offers for making the new model lineup a little more affordable, however, continuing to focus on older generation portfolio for volume growth. Apple knows this well and to bring more aspirational Indians to its ecosystem in 2020, it is ready with an aggressive market approach, while continuing with price drops and attractive offers.
