India’s Smartphone Shipments Rise 4% in 2024, Apple Breaks into Top 5 Brands

India’s smartphone market grew 4% YoY in 2024, reaching 151 million units, with a strong first half balancing slower growth later. Apple saw record shipments of 12 million units, entering the top five brands in India for the first time. Vivo surpassed Samsung as the top brand, while 5G adoption surged to 79% of total shipments.4

India’s Smartphone Shipments Rise 4% in 2024, Apple Breaks into Top 5 Brands

India’s Smartphone Shipments Rise 4% in 2024 India’s smartphone market experienced a 4% year-over-year (YoY) increase in 2024, reaching 151 million units, according to IDC’s Worldwide Quarterly Mobile Phone Tracker. A strong first half of the year, with 7% growth, helped offset a slower second half, which saw only a 2% rise. However, in the fourth quarter (4Q24), shipments declined by 3% to 36 million units, marking a cyclical slowdown after five consecutive quarters of growth.

Apple made significant strides in India, becoming the company’s fourth-largest market globally after the U.S., China, and Japan. Shipments hit a record 12 million units, reflecting a 35% YoY increase. In 4Q24, Apple secured a spot among the top five smartphone brands in India for the first time, capturing a 10% market share. The iPhone 15 and iPhone 13 were the most shipped models, contributing to 6% of total shipments during the quarter.

Key Market Trends in 2024:

• The average selling price (ASP) of smartphones rose to $259, though the 2% YoY growth was lower than the double-digit increases of previous years. The entry-premium segment ($200-$400) saw the highest growth at 35.3% YoY, expanding its market share to 28%, up from 21% in 2023. The premium segment ($600-$800) also grew by 34.9%, with Apple and Samsung leading this category through previous-generation flagship models like the iPhone 15/13/14 and Galaxy S23/S24.

• India saw 120 million 5G smartphone shipments, increasing the share of 5G devices to 79%, up from 55% in 2023. Meanwhile, 5G smartphone ASPs dropped 19% YoY to $303. The mass budget 5G segment ($100-$200) nearly doubled its share, reaching 47%. The most shipped 5G models included the Xiaomi Redmi 13C, iPhone 15, vivo Y28, iPhone 13, and vivo T3X.

• Online and offline channels experienced nearly equal growth at 4% YoY, maintaining a balanced market share of 51% and 49%, respectively. Samsung remained the leader in online sales, while Apple climbed to fourth place, with the iPhone 15 being the best-selling smartphone online. In the offline market, vivo maintained its lead, followed by OPPO and Xiaomi in second and third place.

• Vivo overtook Samsung to become the top smartphone brand in India in 2024, driven by its strong omnichannel strategy, diverse product lineup, and extensive retail support. Nothing recorded the highest annual growth, followed by Motorola and iQOO. Additionally, the market share of the top five smartphone vendors continued to decline, falling from 76% in 2022 to 65% in 2024, as smaller brands gained ground.

• The feature phone market declined by 11% YoY, with 54 million units shipped. Transsion led this segment with a 30% market share, followed by Nokia and Lava. Overall, total mobile phone shipments (smartphones and feature phones) fell 1% YoY to 205 million units.

India’s Smartphone Shipments Rise 4% in 2024: Looking ahead to 2025, IDC forecasts that growth will depend on stronger demand in the mass-market segment ($100-$200) and a broader selection of entry-premium devices ($200-$400) for consumers looking to upgrade. Generative AI features are expected to become key differentiators across different price points, expanding beyond flagship models. Additionally, online-focused brands are expected to enter offline markets to sustain growth. However, the depreciation of the rupee could impact ASPs, potentially limiting annual growth to below 5% in 2025.