Smartphone major Apple is likely to have posted a quarterly record of over 2 million iPhone shipments in India in the July-September period, driven by aggressive festive season discounts and offers on iPhone 12 and iPhone models, according to Counterpoint Research data.
IDC and CMR also estimated record quarterly shipment numbers for the iconic smartphone major, but their estimates were below 2 million shipments.
“Q3 2021 is likely to be the first quarter that Apple is likely to cross 2 million shipments in a quarter. We are seeing high traction for iPhone in India and this also reflects their aggressive festive season planning,” Prachir Singh, Senior Research Analyst at Counterpoint research told ET.
Singh said that Apple started sell-ins in September to prepare for online sales in early October. “This time Diwali is early hence they prepared things 10-15 days in advance which resulted in high sales in September month. Even August was very good for Apple,” he said, adding that local manufacturing of older generation iPhones has helped the company to fulfill the demand
IDC’s research director Navkender Singh said that deals by ecommerce platforms especially on iPhone 11 and iPhone 12 coupled with bundling and affordability offers have driven the demand for Apple in the quarter.
“Supply issues on new models helped push more volumes than usual for previous generation models,” IDC’s Singh said.
CMR Research separately shared a report claiming that Apple registered a 150% growth in the third quarter shipping 1.53 million units of iPhones. Analysts at CMR said that the company leveraged its aspirational appeal amongst consumers in the earlier-than-usual festive season sales.
iPhone 12 was the best-performing model with 31% market share in Q3, followed by iPhone 11 at 28%, iPhone 12 mini at 18% and iPhone SE (2020) at 14%. iPhone 13, launched in September, cornered 3% market share in the quarter, as per CMR.
October-December quarter pr Q4 of 2020 was Apple’s best ever quarter in India with 1.7 million shipments. “Last year, Diwali was late which drove the shipments in the last quarter,” Counterpoint’s Singh said.
Apple had shipped 3.1 million iPhones in 2020. Counterpoint now believes that Apple could touch 2.4% market share in the october-December quarter with yearly unit shipments crossing 4 million. CMR, on the other hand, estimates close to 3% market share in 2021, with iPhone shipments potentially touching the 5 million mark.
Flipkart earlier this month said that the iPhone 12 and the iPhone 12 mini were the favourite smartphone models of customers of The Big Billion Days sale and accounted for most of the two lakh Apple iPhone 12 devices sold.
ET recently reported that Apple’s manufacturing partners Foxconn (HonHai) and Wistron are set to achieve targets by the end of this fiscal year under the production-linked incentive (PLI) scheme, having increased the production of iPhones for domestic and export purposes in the past few quarters.
All three Apple suppliers – Foxconn, Wistron and Pegatron – have been approved under the Centre’s production-based scheme, which mandates investment and incremental production targets to provide direct monetary incentives in the next five years. They have made a commitment to make Rs 3.6 trillion worth of iPhones in India in five years, out of which 80 per cent will be exported.
Pegatron, which is Apple’s second largest manufacturer after Foxconn (HonHai), registered its India subsidiary last year and is investing $150 million (about Rs 1,100 crore) in its operations initially. It is yet to start local manufacturing in India.
Apple’s share of made in India iPhones has increased from 17% in 2018 to 76% now, while its share of smartphone exports from the country is now at 5% from zero a couple of years back, as per Counterpoint Research.