Apple storms into top 5 smartphone brands in India with 10% market share

Apple’s rise in India is largely attributed to its strategic efforts, which include expanding premium offerings and manufacturing locally

In a significant milestone, Apple has secured a spot among India’s top five smartphone brands, capturing nearly 10% of the market share by volume in the October-December 2024 quarter, according to Counterpoint Research. This achievement highlights the company’s focused strategy of local manufacturing, premium products, and expanding distribution within India, one of the world’s fastest-growing smartphone markets.

Focus on premium segment and local manufacturing

Apple’s rise in India is largely attributed to its strategic efforts, which include expanding premium offerings and manufacturing locally. Tarun Pathak, Research Director at Counterpoint Research, highlighted the growing trend of premium smartphone purchases among India’s middle class, particularly among the youth in smaller cities. Pathak noted that the iPhone has become a symbol of status in India, especially in tier-2 cities, making Apple a desirable brand.

"The iPhone is more than just a smartphone; it’s a lifestyle upgrade, particularly in smaller cities," said Pathak. This aspirational image has been key to Apple’s growth in the Indian market.

Manufacturing growth and economic impact

Apple’s manufacturing efforts in India have been boosted by the government’s Production-Linked Incentive (PLI) scheme. In 2024, Apple exported Rs 1 lakh crore ($12 billion) worth of iPhones, marking a 40% increase year-on-year. Additionally, Apple manufactured $14 billion worth of iPhones in India during fiscal 2024, with $10 billion of those products being exported, reflecting a 46% rise in domestic production compared to the previous year.

The company has also made a notable impact on India’s employment landscape, creating 175,000 direct jobs over the past four years, with 72% of those positions held by women. Apple’s retail expansion, including new stores in Mumbai and Delhi in 2023, has further deepened its reach in the aspirational Indian market.

Future outlook

Experts predict that Apple’s growth in India will continue to accelerate in 2025, driven by targeted marketing, aggressive retail expansion, and further localization of its supply chain. As India’s premium smartphone market continues to grow, Apple’s strategy to cater to the rising middle class and young consumers positions it for ongoing success in the coming years.