Apple Leads In Value Share; Vivo Tops In Volume In India Smartphone Market In 2024

According to a report by Counterpoint Research, Apple led the Indian smartphone market in terms of supply value with a 23% share, while Vivo topped the market in volumes for 2024.

Apple’s volume share in the December quarter increased to 11%, rising from 9% a year ago, securing the fifth spot.

However, the iPhone maker did not feature among the top five brands in the annual data for 2024, as per the Counterpoint Research estimates.

The report also revealed that smartphone shipments in India grew by 1% year-on-year in 2024, reaching 153 million units.

Shilpi Jain, Senior Research Analyst at Counterpoint Research, noted that India’s smartphone market is showing signs of maturity, with stable volumes impacted by limited new user entry.

“Replacement cycles are increasing as entry- and mid-range devices continue to improve each year. At the same time, there is a shift toward higher-priced devices, with shipments of premium segment devices (priced above Rs 30,000) growing by double-digit percentages, driving a 9 percent YoY growth in wholesale value — the highest ever recorded,” Jain stated.

In the December quarter, Vivo led the market in volumes with a 20% share, up from 17% in the same quarter of 2023.

Xiaomi followed with 16%, Samsung with 15%, and Oppo with 14%.

Vivo Leads Smartphone Market With 16% YoY Growth

Shubham Singh, Research Analyst at Counterpoint, explained that Vivo became the market leader for the first time with a 16% YoY growth, driven by its strong offline presence and sub-brand iQOO.

He asserted, “Samsung slipped to third, as its value-driven strategies led to a reduced position in lower price bands, impacting overall shipments. However, Samsung’s premium devices continued to perform well, particularly its S series, which helped the brand gain share in the premium segment.”

In the annual value share chart for 2024, Apple led with 23%, followed by Samsung with 22%.

Vivo and Oppo each held a 16% share, while Xiaomi had a 9% share.

Vivo also led the market in terms of smartphone units supplied, increasing its volume share to 19% in 2024, up from 17% in 2023.

It was followed by Xiaomi with 17%, Samsung with 16%, Oppo with 15%, and Realme with 11%.

In the mobile chipset market, MediaTek led with a record 52% share, followed by Qualcomm at 25%.

The report further revealed that 5G smartphone shipments reached 78% penetration in India in 2024, driven by the availability of 5G chipsets in entry-level smartphones.

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