Apple Witnesses Higher Sales In Premium Smartphone Segment In India

Yolanda Curtis
August 10, 2020

The latest report from International Data Corporation (IDC) states that India's smartphone market has declined year-over-year (YoY) in the second quarter to 18.2 million units.

Two other Chinese conglomerates, Xiaomi and OPPO are right after VIVO with 8 per cent share.

Vivo at second place with 17.1 per cent market share partnered with different 5G processor vendors in order to target various consumer segments at a different pricing. Even in this sense, Samsung has narrowed the gap, occupying 26.3% of the smartphone market in the quarter ended June, compared with 15.6% in the previous quarter.

Shipments in the premium ($500 and above) segment declined by (-35.4 per cent ) in the second quarter (YoY) but Apple maintained its lead, followed by Samsung and OnePlus. Its Galaxy M21 smartphone was among the nation's top 5 shipped models in 2Q20.

IDC India research director Navkendar Singh said the ongoing supply chain challenges forced some of the brands to go for direct imports to meet the pent-up demand after the lockdown, especially in June.

Coming to Xiaomi, the volume of the overall shipments by the Chinese smartphone maker fell by 48.7% to 5.4 million units in the second quarter. Its Redmi Note 8A Dual, Note 8, Note 9 Pro, and Redmi 8 smartphone models accounted for a 21.8% share. Initiatives around multi-channel or hybrid strategies will also play an important role, as offline partners and brands will seek pockets of growth in these crucial next months.

Vivo slipped to the third position, with shipments of 3.2 million units, declining by 42.9 percent YoY in 2Q20.

Another Chinese smartphone manufacturer Realme captured the fourth position with 1.78 million units in the Q2 2020, witnessing a sharp dip of 37 percent on year.

IDC said that several retailers adopted new ways of marketing by reaching out to consumers through social media platforms, WhatsApp, references, etc., for doorstep demos and deliveries, as well as accepting contactless payments. "However, these initiatives were limited to big and medium-size retail outlets in metros and Tier 1/2 cities, and was not able to arrest the steep annual decline of 56.8% for the offline channel", said Upasana Joshi, Associate Research Manager, Client Devices, IDC India.

In the smartphone segment only, Samsung surpassed Vivo for the second slot despite a strong YoY decline of (-48.5 per cent) in the second quarter to 4.8 million units.

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