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India Smartphone Market Share: Quarterly

Access quarterly data and market insights showcasing India’s smartphone market share, spanning from Q1 2018. 

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Smartphones Q1 2024

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India Smartphone Shipments Market Data (Q4 2022 – Q1 2024)

Published Date: May 21, 2024

India-Smartphone-Market-Share-Q1-2024

*Ranking is according to the latest quarter.

vivo includes iQOO and Xiaomi includes POCO. 

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• India’s smartphone shipments in Q1 2024 (January-March) grew 8% YoY in terms of volume and 18% in terms of value. Volume growth was primarily driven by healthy inventory levels and the low base of Q1 2023.
• With a 19% share, vivo emerged as the top brand in Q1 2024, followed by Xiaomi which witnessed a 28% YoY growth in Q1 2024.
• 5G smartphone shipments captured their highest-ever share of 71% in volume terms.
• Premium segment (>INR 30,000) reached 20% volume share, its highest ever.
• During Q1 2024, the offline share reached 64%, marking the highest quarterly post-COVID figure.
• India Q1 2024 smartphone market share rankings (based on shipments):

○ vivo: 19%
○ Xiaomi: 19%
○ Samsung: 18%
○ OPPO: 10%
○ realme: 10%
○ Others: 24%

Click here to read about India smartphone market in Q1 2024.

BrandsQ4 2022Q1 2023Q2 2023Q3 2023Q4 2023Q1 2024
vivo16%17%17%16%17%19%
Xiaomi18%16%15%17%18%19%
Samsung20%20%18%17%16%18%
OPPO11%12%11%10%10%10%
realme8%9%12%14%12%10%
Others21%26%27%26%27%24%

*Ranking is according to the latest quarter.

vivo includes iQOO and Xiaomi includes POCO. 

#A repository of quarterly data for the India smartphone market share. Data on this page is updated every quarter.

This data is a part of a series of reports which track the mobile handset market: Smartphone and Feature Phone shipments every quarter for more than 140 brands covering more than 95% of the total device shipments in the industry.

For detailed insights on the data, please reach out to us at sales(at)counterpointresearch.com. If you are a member of the press, please contact us at press(at)counterpointresearch.com for any media enquiries.

Market Outlook: Smartphone Shipment and ASP Forecast by OEM and Region, Q1 2024
Detailed Forecast by Region, Brand, and 5G/Non-5G Trends through 2028.
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The smartphone market share numbers are from:

India Monthly Smartphone Model Tracker - March 2024

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This report tracks India’s smartphone shipments every quarter for more than 20 brands and 700 models splitting them by channels and 100+ specifications.

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India Smartphone Shipments Market Data (Q3 2022 – Q4 2023)

Published Date: Feb 1, 2024

• India’s smartphone shipments grew by 25% YoY in Q4 2023 (October-December).
• With an 18% share, Xiaomi regained the top spot for the first time after Q3 2022.
• vivo maintained the second spot in Q4 and led the affordable premium segment (INR 30,000-INR 45,000).
• 5G contribution reached 61% due to various 5G launches in the INR 10,000-INR 15,000 segment. Within 5G shipments, the INR 10,000-INR 15,000 price band contributed the highest at 24%.
• The ultra-premium segment (>INR 45,000) grew by 51%, with Apple leading the segment with a 71% share.
• Among the top five brands, realme was the fastest-growing brand with a 69% YoY increase.

Click here to read about India smartphone market in Q4 2023.

BrandsQ3 2022Q4 2022Q1 2023Q2 2023Q3 2023Q4 2023
Xiaomi21%18%16%15%17%18%
vivo14%18%17%17%16%17%
Samsung19%20%20%18%17%17%
realme14%8%9%12%14%11%
OPPO10%11%12%11%10%10%
Others22%25%26%27%26%27%

*Ranking is according to the latest quarter.

India Smartphone Shipments Market Data (Q2 2022 – Q3 2023)

Published Date: Nov 10, 2023

• India’s smartphone shipments remained flat in Q3 2023 (July-September) even as Apple recorded its highest ever quarterly shipments during the period.

• In Q3 2023, the share of 5G smartphone shipments reached 53%. The main growth driver was OEMs pushing multiple launches in the INR 10,000-INR 15,000 (~$120-$180) segment.

• With a 17.2% share, Samsung remained the market leader for the fourth consecutive quarter.

• Experiencing a high-growth phase in India, Apple recorded 34% YoY growth. Q3 2023 also marked the best quarter for Apple’s shipments in the country, which crossed 2.5 million units.

• vivo was the fastest growing brand among the top five, registering 11% YoY growth

• In Q3 2023, OEMs focussed on launching new devices and filling in channels to prepare for the festive season ahead.

Click here to read about India smartphone market in Q3 2023.

BrandsQ2 2022Q3 2022Q4 2022Q1 2023Q2 2023Q3 2023
Samsung18%19%20%20%18%17%
Xiaomi19%21%18%16%15%17%
vivo17%14%18%17%17%16%
realme16%14%8%9%12%14%
OPPO11%10%11%12%11%10%
Others19%22%25%26%27%26%

*Ranking is according to the latest quarter.

India Smartphone Shipments Market Data (Q1 2022 – Q2 2023)

Published Date: Aug 17, 2023

• India’s smartphone shipments declined 3% YoY in Q2 2023 (April-July). Though it was the fourth consecutive declining quarter, the magnitude of the decline reduced considerably.

• 5G smartphones’ contribution to total smartphone shipments reached a record of 50%.

• With an 18% share, Samsung led India’s smartphone market for the third consecutive quarter. It was also the top 5G brand.

• vivo maintained its second position. It was the only brand among the top five to experience YoY growth.

• Samsung surpassed Apple to become the top premium segment (>INR 30,000 or ~ $366) brand. Apple continued to lead the ultra-premium segment (>INR 45,000 or ~$549) with a 59% share.

• OnePlus was the fastest growing brand with 68% YoY growth, followed by Apple with 56% YoY growth.

Click here to read about India smartphone market in Q2 2023.

BrandsQ1 2022Q2 2022Q3 2022Q4 2022Q1 2023Q2 2023
Samsung20%18%19%20%20%18%
vivo15%17%14%18%17%17%
Xiaomi23%19%21%18%16%15%
realme16%16%14%8%9%12%
OPPO9%11%10%11%12%11%
Others17%19%22%25%26%27%

*Ranking is according to the latest quarter.

India Smartphone Shipments Market Data (Q4 2021 – Q1 2023)

• Q1 2023 (January-March) was the third consecutive quarter to see a decline in India’s smartphone shipments.

• 5G smartphones’ contribution to total smartphone shipments reached a record of 43%.

• With a 20% share, Samsung led the Indian smartphone market for the second consecutive quarter. It was also the top 5G brand.

• vivo captured the second spot and became the leading brand in the affordable premium segment (INR 30,000-INR 45,000, ~$370-$550)

• Apple continued to lead the premium and ultra-premium segments, with strong growth in offline channels.

• OnePlus was the fastest growing brand, followed by Apple. 5G smartphones in India captured a 32% share in 2022. Samsung became the top-selling 5G brand in 2022 with a 21% share.

Click here to read about India smartphone market in Q1 2023.

BrandsQ4 2021Q1 2022Q2 2022Q3 2022Q4 2022Q1 2023
Samsung16%20%18%19%20%20%
vivo13%15%17%14%18%17%
Xiaomi21%23%19%21%18%16%
OPPO9%9%11%10%11%12%
realme17%16%16%14%8%9%
Others24%17%19%22%25%26%

*Ranking is according to the latest quarter.

India Smartphone Shipments Market Data (Q3 2021 – Q4 2022)

  • Smartphone market in India declined 9% YoY to reach shipments over 152 million units in 2022.
  • The premium segment (>INR 30,000 or ~$365) contributed 11% to shipments and 35% to market revenue in 2022, the highest ever.
  • Samsung emerged as the leading brand in Q4 2022. Also, Samsung led the market in 2022 in terms of shipment value share with a 22% share, followed by Apple.
  • In 2022, Xiaomi market share in India, however, in terms of shipment volume, was 20%. Closely following, Samsung market share in India during that same period was 19%.
  • In Q4 2022, Samsung led the market, in terms of shipment volume, with a market share of 20%. Xiaomi slipped to third position in Q4 2022.
  • vivo market share in India in Q4 2022 was 18% helping it capture second spot in terms of shipment volumes.
  • 5G smartphones in India captured a 32% share in 2022. Samsung became the top-selling 5G brand in 2022 with a 21% share.
  • Apple continued to lead the premium smartphone segment, with the iPhone 13 emerging as the top-selling model.

Click here to read about India smartphone market in Q4 2022.

India Smartphone Market Share (%)
BrandsQ3 2021Q4 2021Q1  2022Q2 2022Q3 2022Q4 2022
Samsung17%16%20%18%19%20%
Xiaomi23%21%23%19%21%18%
vivo15%13%15%17%14%18%
OPPO10%9%9%11%10%11%
realme15%17%16%16%14%8%
Others20%24%17%19%22%25%

*Ranking is according to the latest quarter.

India Smartphone Shipments Market Data (Q2 2021 – Q3 2022)

  • India’s smartphone shipments declined 11% YoY in Q3 2022 to reach over 45 million units
  • Xiaomi led the market with a 21% shipment share, closely followed by Samsung.
  • One in three smartphones shipped during the quarter was a 5G smartphone. Samsung led the 5G smartphone segment with a 20% share, closely followed by OnePlus and vivo.
  • Apple led the premium smartphone segment, followed by Samsung.
  • For the first time ever, an iPhone (iPhone 13) topped the overall India smartphone quarterly shipment rankings.

Click here to read about India smartphone market in Q3 2022.

BrandsQ2 2021Q3 2021Q4 2021Q1 2022Q2 2022Q3 2022
Xiaomi28%23%21%23%19%21%
Samsung18%17%16%20%18%19%
realme15%15%17%16%16%14%
vivo15%15%13%15%17%14%
OPPO10%10%9%9%11%10%
Others14%20%24%17%19%22%

*Ranking is according to the latest quarter.

India Smartphone Shipments Market Data (Q1 2021 – Q2 2022)

  • India’s smartphone shipments grew 9% YoY but fell 5% QoQ to reach almost 37 million units in Q2 2022 (April-June)
  • Xiaomi led the market in Q2 2022 with a 19% shipment share, closely followed by Samsung.
  • India’s smartphone installed base crossed 600 million during the quarter.
  • 5G smartphones contributed to 29% of overall shipments. Samsung led the 5G smartphone segment with a 25% share, followed by vivo and OnePlus.
  • Three out of the top five smartphone models in Q2 2022 were from realme.
  • Samsung led the premium smartphone market (>INR 30,000), closely followed by Apple.

Click here to read about India smartphone market in Q2 2022.

Brands Q1 2021Q2 2021Q3 2021Q4 2021Q1 2022Q2 2022
Xiaomi26%28%23%21%23%19%
Samsung20%18%17%16%20%19%
vivo16%15%15%13%15%17%
realme11%15%15%17%16%16%
OPPO11%10%10%9%9%11%
Others16%14%20%24%17%18%

*Ranking is according to the latest quarter.

India Smartphone Shipments Market Data (Q4 2020 – Q1 2022)

  • India’s smartphone shipments declined 1% YoY to reach over 38 million units in Q1 2022
  • Xiaomi led the market in Q1 2022 (January-March) with a 23% shipment share. The brand reached its highest ever retail ASP, registering 24% YoY growth
  • Samsung captured the second spot and was the top 5G smartphone brand in Q1 2022. The brand also led the affordable premium (INR 30,000- INR 45,000) segment.
  • Among the top five brands, realme was the fastest growing and captured the third spot.
  • OnePlus’ Nord CE 2 5G was the top 5G smartphone model in Q1 2022
  • Apple led the premium smartphone market (>INR 30,000) followed by Samsung.

Click here to read about India smartphone market in Q1 2022.

BrandsQ4
2020		Q1
2021		Q2
2021		Q3
2021		Q4
2021		Q1
2022
Xiaomi26%26%28%23%21%23%
Samsung20%20%18%17%16%20%
realme11%11%15%15%17%16%
vivo15%16%15%15%13%15%
OPPO10%11%10%10%9%9%
Others18%16%14%20%24%17%

**Ranking is according to the latest quarter.

India Smartphone Shipments Market Data (Q3 2020 – Q4 2021)

  • India’s smartphone market revenue crossed $38 billion in 2021 with 27% YoY growth.
  • Xiaomi led the market with a 24% shipment share. The brand also reached its highest ever share in the premium segment (>INR 30,000, ~$400) with 258% YoY growth.
  • Samsung registered its highest ever retail ASP in 2021. The brand led the INR 20,000-INR 45,000 (~$267-$600) price segment with a 28% share.
  • OnePlus registered its highest ever shipments in India in 2021 and led the affordable premium segment (INR 30,000-INR 45,000, ~$400-$600).
  • 5G shipments registered 555% YoY growth in 2021. vivo led the 5G smartphone shipments in 2021 with a 19% share.
  • Among the top five brands in 2021, realme was the fastest growing brand. It captured the second position in Q4 2021 for the first time.
  •  
BrandsQ3
2020		Q4
2020		Q1
2021		Q2
2021		Q3
2021		Q4
2021
Xiaomi23%26%26%28%23%21%
realme15%11%11%15%15%17%
Samsung24%20%20%18%17%16%
vivo16%15%16%15%15%13%
OPPO10%10%11%10%10%9%
Others12%17%16%14%21%24%

*Ranking is according to the latest quarter.

India Smartphone Shipments Market Data (Q2 2020 – Q3 2021)

  • Xiaomi led the market in Q3 2021 with a 22% shipment share. Three out of the top five models during the quarter were from Xiaomi
  • Samsung led the mid-to upper-tier price segment (INR 10,000 – INR 30,000) with a 22% market share.
  • OnePlus registered its highest ever shipments in India. Nord series cumulative shipments crossed 3 million units.
  • 5G smartphone shipments crossed the 10-million mark for the first time, vivo leads.
  • realme led the 5G segment in the sub-INR 20,000 price tier with the highest ever shipments.
  • Apple led the premium segment (>INR 30,000) with 45% share.
BrandsQ2
2020		Q3
2020		Q4
2020		Q1
2021		Q2
2021		Q3
2021
Xiaomi29%23%26%26%28%23%
Samsung26%24%20%20%18%17%
vivo17%16%15%16%15%15%
realme11%15%11%11%15%15%
OPPO9%10%10%11%10%10%
Others8%12%18%16%14%20%

*Ranking is according to the latest quarter.

India Smartphone Shipments Market Data (Q1 2020 – Q2 2021)

  • India’s smartphone market registered its highest ever shipments in H1 2021.
  • Xiaomi led the market in Q2 2021 with a 28% shipment share. The brand registered its highest-ever ASP (average selling price) in a single quarter due to the strong performance of the Mi 11 series.
  • Samsung captured the second spot with an 18% share while vivo captured the third spot with a 15% share.
  • realme became the fastest brand to reach 50 million cumulative smartphone shipments in India.
  • OnePlus led the premium market (>INR 30,000) with a 34% share.
  •  
Brands2020 Q12020 Q22020 Q32020 Q42021 Q12021 Q2
Xiaomi31%29%23%26%26%28%
Samsung16%26%24%20%20%18%
vivo17%17%16%15%16%15%
realme14%11%15%11%11%15%
OPPO12%9%10%10%11%10%
Others10%8%12%18%16%14%

*Ranking is according to the latest quarter.

India Smartphone Shipments Market Data (Q4 2019 – Q1 2021)

  • India’s smartphone shipments grew 23% YoY to reach over 38 million units in Q1 2021. These were the highest ever first-quarter shipments.
  • New product launches, promotions and financial schemes, as well as pent-up demand coming from 2020, drove the smartphone market in Q1 2021.
  • Xiaomi led the market in Q1 2021 with a 26% shipment share. Five out of the top 10 smartphone models in the country were from Xiaomi.
  • Among the top five brands, Samsung grew the highest at 52% YoY.
  • OnePlus led the 5G smartphone shipments with a 33% share.
  • realme had the cheapest 5G offering in Q1 2021.
  •  
Brands2019 Q42020 Q12020 Q22020 Q32020 Q42021 Q1
Xiaomi27%31%29%23%26%26%
Samsung18%16%26%24%20%20%
vivo21%17%17%16%15%16%
Realme8%14%11%15%11%11%
Oppo12%12%9%10%10%11%
Others14%10%8%12%18%16%

*Ranking is according to the latest quarter.

India Smartphone Shipments Market Data (Q3 2019 – Q4 2020)

  • The Indian smartphone market registered a modest 4% decline in the pandemic-hit year.
  • The market crossed 100 million units in the second half of 2020 for the first time ever.
  • Xiaomi led the market with a 26% shipment share in 2020, followed by Samsung at 21%.
  • Among the top five brands, realme grew the highest at 22% YoY in 2020.
  • Apple witnessed its best ever quarter in Q4 2020, selling more than 1.5 million units.
  •  
Brands2019 Q32019 Q42020 Q12020 Q22020 Q32020 Q4
Xiaomi26%27%30%29%23%26%
Samsung20%18%16%26%24%19%
vivo17%21%17%17%16%15%
Realme16%8%14%11%15%12%
Oppo8%12%12%9%10%10%
Others13%14%11%8%12%18%

*Ranking is according to the latest quarter.

India Smartphone Shipments Market Data (Q2 2019 – Q3 2020)

  • The smartphone shipments registered 9% YoY growth to over 53 million units. This is the highest-ever shipment in a quarter for India
  • Samsung led the Indian smartphone market with 24% shipment share
  • Vivo and realme both grew at 4% YoY.
  • Transsion Group brands (Itel, Infinix and Tecno) regained their market share in Q3 2020, registering 73% YoY growth.
  •  
Brands2019

Q2

2019

Q3

2019

Q4

2020

Q1

2020

Q2

2020

Q3

Samsung25%20%18%16%26%24%
Xiaomi28%26%27%30%29%23%
Vivo11%17%21%17%17%16%
Realme9%16%8%14%11%15%
Oppo8%8%12%12%9%10%
Others19%13%14%11%8%12%

*Ranking is according to the latest quarter.

India Smartphone Shipments Market Data (Q1 2019 – Q2 2020)

  • Pent-Up Smartphone Demand after April, May Lockdown Pushes the June 2020 Volumes to Pre-COVID Levels & the Smartphone User Base in India Beyond the Half a Billion Mark.
  • The smartphone market declined 51% YoY in Q2 2020 as April was a washout.
  • Xiaomi led the Indian Smartphone Market with a 29% shipment share.
  • Samsung recovered the fastest, capturing the second spot in the smartphone market with 26%. reaching its highest share in the past two years.
  • Online channel share reached the highest ever, contributing almost 45% of sales.
  • During the quarter the unique smartphone userbase surpassed 500 million.
  •  
Brands2019Q12019Q22019Q32019Q42020Q12020Q2
Xiaomi29%28%26%27%30%29%
Samsung23%25%20%18%16%26%
Vivo12%11%17%21%17%17%
Realme7%9%16%8%14%11%
Oppo7%8%8%12%12%9%
Others22%19%13%14%11%8%

*Ranking is according to the latest quarter.

India Smartphone Shipments Market Data (Q1 2019 – Q1 2020)

  • Xiaomi leads the India smartphone market with a 6% YoY growth in Q1 2020 to reach its highest ever market share since Q1 2018.
  • Vivo grew 40% YoY in Q1 2020 driven by strong performance Y series models.
  • Samsung’s shipments were driven by its upgraded A and M series (A51, A20s, A30s, and M30s). Samsung managed to hold 3rd position in Q1 2020 due to launches across several price tiers, especially in the affordable premium segment (S10 Lite, Note 10 Lite).
  • realme grew 119% YoY in Q1 2020 driven by the newly launched 5i and C3.
  • OPPO shipments grew 83% in Q1 2020, due to demand for its budget segment devices, A5 2020 and A5s, as well as a good performance for the recently launched A31 and A9 2020 in the offline segment.
  • Transsion Group brands (Itel, Infinix, and Tecno) reached its highest ever market share in Q1 2020 registering 78% YoY growth.
  • OnePlus’ growing presence in the ultra-premium segment (>INR 45000, $600) will help it to expand within the same segment with its new 8 Pro series.
  • Apple grew a strong 78% YoY driven by strong shipments of iPhone 11 and multiple discounts on platforms like Flipkart and Amazon. In the ultra-premium segment (>INR 45000,~$600 ) it was the leading brand with a market share of 55%.
  • Poco debuted as an Independent brand, got off to a good start by capturing a 2% market share during its first entire month of operations in March 2020. It was also among the top five brands in the INR 15-20K (~$200-$260) price segment.
  • A GST hike was announced during the quarter which we expect will have an impact on OEMs margins and new launches. A strong dollar and the GST hike will be detrimental to the mobile industry. Due to the hike, most of the OEMs have already increased smartphone prices.
Brands2019 Q12019 Q22019 Q32019 Q42020 Q1
Xiaomi29%28%26%27%30%
Vivo12%11%17%21%17%
Samsung23%25%20%18%16%
Realme7%9%16%8%14%
Oppo7%8%8%12%12%
Others22%19%13%14%11%

*Ranking is according to the latest quarter.

India Smartphone Shipments Market Data (Q4 2018 – Q4 2019)

  • The India smartphone market grew 7% YoY in both Q4 2019 and in 2019 due to the expansion of Chinese brands with their aggressive pricing and promotional strategy.
  • Xiaomi grew 7% YoY in Q4 2019 and 5% YoY in 2019 driven by expansion in offline channels and the strong performance of its Redmi Note series.
  • Vivo grew 76% YoY in 2019 and 132% YoY in Q4 2019 driven good performance of its budget segment series.
  • Samsung shipments remained almost flat YoY in 4Q19, while it has shown a 5% YoY decline in 2019 as a whole. Samsung shipments were driven by its upgraded A and M series (A50s, A30s, M30s and A20s).
  • OPPO shipments almost doubled YoY in Q4 2019, due to demand for its budget segment device A5s and the good performance of its recently launched devices A9 2020 and A5 2020 in the offline segment.
  • realme grew 255% in India in 2019. The growth of realme was driven by an aggressive go-to-market strategy that involved launching several industry-first features with a strong design language. This is resonating well among young consumers seeking value-for-money devices. 
  • Transsion Group (Itel, Infinix, and Tecno) reached its highest ever market share in Q4 2019. Transsion remained strong in tier 3, tier 4 cities and rural India. Itel was the number one smartphone brand in the entry-level sub-INR 4,000 (US$ 60) price segment, while Tecno and Infinix showcased YoY growth in INR 6000-INR 10000 (US$ 86-US$ 142) segment by bringing aggressive features at lower price-points like 6.6-inch displays, 20:9 aspect ratio, 5000 mAH battery, etc.
  • Apple was one of the fastest-growing brands in Q4 2019 driven by multiple price cuts on its XR device, thanks to local manufacturing in India.
  •  
India Smartphone Market Share (%)

2018

Q4

2019

Q1

2019

Q2

2019

Q3

2019

Q4

Xiaomi27%29%28%26%27%
Vivo10%12%12%17%21%
Samsung20%24%25%20%19%
Oppo7%7%8%8%12%
Realme8%7%9%16%8%
Others28%21%18%13%13%

*Ranking is according to the latest quarter.

India Smartphone Shipments Market Data (Q3 2018 – Q3 2019)

  • Xiaomi recorded in highest ever shipments with a 26% share. Its shipments grew 7% YoY driven by good performance of its models in the online segment.
  • Samsung shipments declined by 4% YoY,however, it has shown 3% growth QoQ driven by its budget segment device Galaxy A2 Core and its upgraded A series and M series (A30s, M30s, A10s, A50s and M10s).
  • Vivo reached its highest ever share in the India smartphone market driven by good performance of its mid-segment series (vivo S1 and Y17) and increased focus towards the online segment with its recently launched devices U10, Z1X and Z1 Pro.
  • Realme also recorded its highest ever shipments and is the fastest growing brand registering a 6X growth as compared to last year when it entered the Indian market.
  • OPPO grew 12% YoY, due to demand for its budget segment device A5s and steady performance of its F11 series.
  •  
Brands2018

Q3

2018

Q4

2019

Q1

2019

Q2

2019

Q3

Xiaomi27%27%29%28%26%
Samsung23%20%24%25%20%
Vivo10%10%12%12%17%
Realme3%8%7%9%16%
Oppo8%7%7%8%8%
Others29%28%21%18%13%

*Ranking is according to the latest quarter.

India Smartphone Shipments Market Data (Q2 2018 – Q2 2019)

  • Xiaomi captured the top spot in Q2 2019 with a 28% share. Its shipments grew 6% YoY driven by portfolio expansion and aggressive offline expansion in the budget segment.
  • Samsung shipments declined by 7% YoY, however, it has shown 30% growth QoQ driven by refreshed A series and M series, price cuts of older J series and higher channel incentives during IPL season.
  • OPPO declined 3% YoY, however it has shown 53% QoQ growth due to new launches, consistent performance of its F11 series and increased shipments towards the budget segment (A5s and A1K).
  • This is the third consecutive quarter that Realme has been within the top 5 brands driven by strong performance of Realme C2 and Realme 3 Pro and various discount offers rolled out on online platforms.
  • Huawei’s trade ban also impacted India market as its shipments declined YoY, However, the brand continues to be in the top ten smartphone brands category.
  •  
Brands 2018

Q2

2018

Q3

2018

Q4

2019

Q1

2019

Q2

Xiaomi28%27%27%29%28%
Samsung28%23%20%24%25%
Vivo12%10%10%12%12%
Realme1%3%8%7%9%
Oppo9%8%7%7%8%
Others22%29%28%21%18%

*Ranking is according to the latest quarter.

India Smartphone Shipments Market Data (Q1 2018 – Q1 2019)

  • The market share of Chinese brands in the Indian smartphone market reached a record 66% during Q1 2019.
  • Xiaomi remained the smartphone market leader in Q1 2019 with a 29% share, though its shipments declined by 2% YoY.
  • Samsung’s recorded a strong sell-in of premium Galaxy S10 series which drove overall ASP for Samsung.
  • Volumes for the Chinese brands grew 20% year-on-year (YoY) mainly due to the growth of Vivo, Realme, and OPPO.
  •  
Brands2018Q12018Q22018Q32018Q42019Q1
Xiaomi31%28%27%27%29%
Samsung26%28%23%20%24%
vivo6%12%10%10%12%
Realme–1%3%8%7%
Oppo6%9%8%7%7%
Others31%22%29%28%21%

*Ranking is according to the latest quarter.

India Smartphone Shipments Market Data (Q4 2017 – Q4 2018)

  • India’s overall mobile phone shipments grew 11% and smartphone shipments grew 10% with feature phones growing faster (11%) than smartphones during 2018
  • In terms of revenue, the market grew even faster with a growth rate of 19% during the year with Samsung, Xiaomi, vivo, OPPO and Apple being the market leaders by revenue.
  • Jio was the overall market leader across all handset types in 2018, with a market share of 21%.
  • Samsung has been holding the pole position by shipments in the smartphone market since 2012 when it dethroned Nokia. It was also the category leader in feature phones since 2015.
  •  
Brands2017Q42018Q12018Q22018Q32018Q4
Xiaomi25%31%28%27%27%
Samsung23%26%28%23%20%
vivo6%6%12%10%10%
Oppo6%6%9%8%7%
Micromax5%3%1%9%5%
Others35%28%22%23%31%

**Ranking is according to the latest quarter.

India Smartphone Shipments Market Data (Q3 2017 – Q3 2018)

  • Smartphone segment contributed to half of the total handset market during Q3 2018.
  • Top five brands captured 77% share of the total smartphone market during the quarter.
  • In the smartphone segment, Xiaomi recorded its highest ever shipments in India in a single quarter driven by the new Redmi 6 series and expansion in offline channels.
  • Samsung record shipments were driven by J series. Demand for J6 and J8 remained strong. Apart from this it also launched the Android Go edition, Galaxy J2 core, giving it a much-needed offering in the sub $100 segment.
Brands2017Q32017Q42018Q12018Q22018Q3
Xiaomi22%25%31%28%27%
Samsung23%23%26%28%23%
vivo9%6%6%12%10%
Micromax6%5%3%1%9%
Oppo8%6%6%9%8%
Others32%35%28%22%23%

*Ranking is according to the latest quarter.

India Smartphone Shipments Market Data (Q2 2017 – Q2 2018)

  • Smartphone segment contributed to half of the total handset market during Q2 2018.
  • Top five brands captured a record 82% share of the total smartphone market during the quarter
  • Apple had a slow quarter as it underwent changes in its distribution strategy. Apart from this, its domestic assembling is yet to pick-up pace, which means the Cupertino giant is still relying on imports for its sales in India.
  • Xiaomi recorded its highest ever shipments in India during Q2 2018. The growth can be attributed to its strong product and supply chain strategy that has allowed it to launch products with a longer shelf-life than its competitors and that too in the important sub INR 10000 (<US$150) segment.
  •  
Brands2017Q22017Q32017Q42018Q12018Q2
Samsung23%23%23%26%28%
Xiaomi16%22%25%31%28%
vivo13%9%6%6%12%
Oppo10%8%6%6%9%
Huawei1%1%1%3%3%
Others37%37%39%28%20%

*Ranking is according to the latest quarter.

India Smartphone Shipments Market Data (Q1 2017 – Q1 2018)

  • The Indian mobile phone market grew by 48% YoY in Q1 2018 driven by strong demand from the featurephone segment. The smartphone market remained flat YoY.
  • The performance of Chinese brands remained strong, accounting for 57% of the total smartphone market in Q1 2018, up from 53% during Q1 2017. This is the highest ever contribution by Chinese players in the Indian smartphone market.
  • Huawei’s Honor brand captured the fifth position for the first time ever, in the Indian smartphone market due to the strong performance of Honor 9 Lite and Honor 7X across online channels.
Brands2017Q12017Q22017Q32017Q42018Q1
Xiaomi13%16%22%25%31%
Samsung27%23%23%23%26%
vivo12%13%9%6%6%
Oppo10%10%8%6%6%
Huawei1%1%1%1%3%
Others37%37%37%39%28%

*Ranking is according to the latest quarter.

Counterpoint Conversations: Nothing’s Phone (2a) Prioritizes User Experience and Sustainability

Smartphone maker Nothing announced the more affordable Phone (2a) at MWC 2024. With design and software as its key philosophy, Nothing is looking to make its devices more accessible to users. Ritesh Bendre, Global Content Manager at Counterpoint Research, had a quick chat with Akis Evangelidis, Co-Founder of Nothing, to discuss the company’s focus on user experience and sustainability efforts with the new Nothing Phone (2a) smartphone.

The Interview

Key Takeaways from the Discussion:

Target users and market segments:

• The Nothing Phone (2a) targets the non-flagship, mid-range segment.
• It brings the Glyph interface and NothingOS software at a more accessible price point.

Stand-out feature:

• Akis emphasizes that the Phone (2a) offers a distinct experience in a crowded market.
• It offers a differentiated user experience through signature transparent design, hardware, and software.

Sustainability Efforts:

• The Phone (2a) boasts the lowest carbon footprint of any Nothing phone to date.
• Using green energy and recycled materials across products.
• Phone (2a) incorporates some recycled materials left over from the Ear (2) production.

Analyst Takeaways:

• CMF has become a battleground for OEMs to differentiate, and Nothing is carving a unique design approach with a transparent back, aesthetic design and a complementary Glyph interface that integrated nicely with the Glyph UI.
• Nothing is also trying to build a strong community, taking learnings from Co-Founder Carl Pei’s successful experience at OnePlus to engage the young at heart users and make it into a cult for the brand.
• The Nothing Phone (2) improves on the Phone (1) in quality, hardware and software. If the Phone (2a) maintains these improvements at a lower price, it expands its addressable market and is a good upgrade option for tens of millions of mid-tier Xiaomi, OPPO and OnePlus users.

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Counterpoint Conversations: OnePlus Focusing on User-centric AI to Redefine Smartphone Experience

Generative AI was the headline trend at MWC 24. From smartphone OEMs to operators and chipmakers, everyone showcased the AI use cases they have been working on. In the same vein, OnePlus announced the Watch 2 smartwatch and a special edition Genshin Impact 12R smartphone and spoke about how AI can enhance both productivity and personalized creativity.

Jan Stryjak, an Associate Director at Counterpoint, met with Gary Chen, Director of Software Product Strategy at OnePlus, to dive into the company’s vision for AI in smartphones. Chen also provided an exclusive sneak peek at the upcoming Smart Image Eraser feature on OnePlus smartphones.

The Interview

Key Takeaways from the Discussion:

User-centric Approach:

– “We spent a lot of time discussing with the team what the real user scenario is, what is the real benefit of generative AI, and not just talk AI everywhere.” – Gary Chen.
– OnePlus is prioritizing identifying real user scenarios where AI can provide tangible benefits.
– It will simply avoid adding AI features for marketing purposes.

Two Key Directions:

• OnePlus sees AI playing a crucial role in two areas:
– Boosting productivity by summarizing articles and translating languages to enhance daily tasks.
– Personalized creativity like removing unwanted objects from photos.

Using AI for Efficiency:

– The new Trinity Engine in OxygenOS uses AI to optimize smartphone performance.
– It can predict user behavior to pre-load apps and also manage power consumption during sleep.

Strategic Partnerships:

– OnePlus is collaborating with Qualcomm on hardware.
– It is also partnering with Google and Microsoft on the cloud.

Key Challenges and Considerations:

– Identifying genuine user benefits.
– Defining hardware needs for AI features (balancing between cloud and on-device processing).
– To ensure responsible AI development considering data privacy and content control.

Analyst Takeaways:

• OnePlus was one of a few smartphone OEMs that launched devices at MWC, keen to regain some momentum in Europe following a few difficult years where its share has plummeted, further exacerbated by a licensing dispute with Nokia. However, now that OnePlus has overcome those hurdles, it is looking to grab some attention with its user-centric AI capabilities.
• The capabilities are impressive, particularly in the areas of productivity and creativity, further helped by OnePlus’ powerful Trinity Engine and some useful partnerships with Qualcomm, Microsoft and Google.
• The challenge that OnePlus faces is that lots of other smartphone OEMs are also pushing on-device AI, and some, such as Samsung, Xiaomi and HONOR, are arguably doing and communicating things a bit better.
• If OnePlus can capitalize on the resurgence of its parent company OPPO in Europe, which is itself a big ask, then it might be able to stand out from the crowd.

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Counterpoint Conversations: HONOR’s AI Strategy – Articulating the Vision, Communicating to Consumers

HONOR’s MWC profile has developed strongly over the last few years. In 2024, HONOR saw its biggest MWC launch since spinning off from Huawei more than three years ago. The brand has come a long way and is now trying to navigate the difficult terrain of making on-device GenAI look compelling.

AI has been a recurring theme across most of the tech sector this year and is something smartphone OEMs have kicked off in earnest – yet few have articulated the strategy or end-user benefits in depth.

However, HONOR has been one of the exceptions. Counterpoint’s Research VP Peter Richardson met up with HONOR CMO Ray Guo at the MWC to get his take on innovation, openness, and how these two areas fit into the company’s broader AI strategy.

The Interview

Key Takeaways from the Discussion:

Creating a new ecosystem: Open ecosystem enabled by ‘platform level’ AI.

  • “We are not using AI as an application level, but more like using AI capability to step change, to rewrite the whole operating system.”
  • Coupling this with the focus on collaboration makes them more open, broadening areas of innovation.
  • More innovative, more collaborative – this is going to be HONOR’s competitive advantage.

Striking Key partnerships:

  • Android, Microsoft.
  • Intel, NVIDIA, Qualcomm.
  • Porsche Design Magic V2 RSR – slimmest flagship foldable.

AI benefits to end-consumers

  • GenAI and LLM capabilities accelerating – and HONOR is rebuilding, rewriting the whole technology stack on OS. This means:
  • More seamless collaboration across devices.
  • More fluent interaction as shown by the Intent-based UI (IUI).
  • This is the ‘Magic’ that is being communicated to the consumer.

Analyst Take

  • HONOR’s IUI is a logical way forward, but its on-stage demonstrations were not convincing, at least not yet.
  • And there is much more to HONOR’s new devices than the GenAI features, camera functions being the most obvious. Here, HONOR is in safer territory, with strong performance from its prior devices that are already well-recognized.
  • HONOR stands a good chance of making further market share progress in Europe during 2024 but it will not be easy. There is stiff competition from the likes of OPPO and Xiaomi. And of course, Apple and Samsung remain strong rivals with Samsung’s own GenAI features better communicated.
  • On-device GenAI messaging is important, which we believe was a significant factor in the Galaxy S24’s success in Western Europe, where the model saw a 28% bump during the first three weeks of availability. There will be a lot of competition going forward and numerous opportunities as well.

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Counterpoint Conversations: iQOO 12 with Snapdragon 8 Gen 3; Gaming to Cameras, Quick Chat with CEO Nipun Marya

iQOO India launched its flagship smartphone, the iQOO 12 which is also the first smartphone in India to be powered by the latest Qualcomm Snapdragon 8 Gen 3 mobile platform. The iQOO 12 comes with a lot of gaming features such as 4D game vibration, game super-resolution that boosts frame from 720p to 900p, game frame interpolation to support up to 144fps interpolation, and much more. It also has a dedicated Q1 co-processor to handle all the display enhancements. Our Global Content Manager Ritesh Bendre sat down with Nipun Marya to talk about iQOO 12 key features, strategy, and more.   

The Interview:

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2023 Global Smartphone Shipments to Hit Lowest Level in Almost a Decade

  • Global smartphone shipments in 2023 are expected to shrink by 5% YoY to reach 1.2 billion.
  • However, the shipments are expected to increase by 3% YoY in Q4 2023.
  • The iPhone 15 Pro series’ share in the overall iPhone 15 series is projected to increase to 65% in Q4 2023.
  • India will become Apple’s new growth focus, but the brand’s underperformance in China will hinder its growth in 2024.

London, San Diego, Seoul, New Delhi, Beijing, Buenos Aires, Hong Kong – November 30, 2023

Global smartphone shipments in 2023 are projected to decline 5% YoY to reach 1.2 billion, the lowest level in almost a decade, according to Counterpoint Research’s Smartphone 360 Global Smartphone Shipment Forecast. However, the shipments are expected to increase by 3% YoY in Q4 2023 to reach 312 million units.

North America (NAM) and Europe’s shipments are expected to remain stagnant. But China and emerging markets such as the Middle East and Africa (MEA) and India have managed to break out from their declines and will recover to become the new drivers of growth in the smartphone market from Q4 2023 onwards.

Apple, the usual market leader in Q4 with its newly launched series, is expected to record a volume decline of 3% YoY in Q4 2023, mainly due to Huawei’s aggressive expansion in China and prolonged delay in smartphone upgrades in Japan. However, Apple will try to offset the underperformance in volume terms by growing in value terms with a better product mix. In Q4 2022, the shipment share of the iPhone 14 Pro series in the entire iPhone 14 series was 61%. In Q4 2023, however, the iPhone 15 Pro series’ portion in the iPhone 15 series is projected to increase to 65%.

Global Smartphone Market Shipments, 2013-2024F

Global Smartphone Market Shipments, 2013-2024F
Source: Counterpoint Research

After destocking efforts end with a relatively healthy inventory by the year-end, smartphone shipments in 2024 are projected to grow by 3% YoY. We can also expect a recovery focused on emerging markets, backed by increasing consumer confidence and improving macroeconomic conditions.

Apple will be just in line with the market growth in 2024 while facing pressures in its traditional markets. The retention of high interest rates in the US, which hit consumer spending, and intensifying competition in China’s premium smartphone market, mainly due to Huawei, are expected to hinder Apple’s growth throughout 2024.

Huawei, driven by its newly launched Mate 60 5G series and older P-series 4G devices, recorded an enormous success in Q3 2023. Assuming that Huawei can expand the production of its Kirin SoCs via partnerships, the brand is expected to continue to grow 37% YoY in 2024.

Associate Director Liz Lee said, “India, maintaining its momentum for premiumization, is expected to become Apple’s new growth focus. Apple’s India shipments are predicted to grow 23% YoY in 2024. However, due to its underperformance against Huawei in China, Apple’s global market share will unavoidably decline slightly YoY in Q4 2023 and across 2024.”

Background

Counterpoint Technology Market Research is a global research firm specializing in products in the TMT (technology, media and telecom) industry. It services major technology and financial firms with a mix of monthly reports, customized projects, and detailed analyses of the mobile and technology markets. Its key analysts are seasoned experts in the high-tech industry.

Follow Counterpoint Research

press(at)counterpointresearch.com

 

Singles Day Growth Boosts Odds of China Market Smartphone Recovery in Q4 2023

  • Growth: China’s YoY smartphone unit sales grows 5% during two-week 11.11 sales period
  • Drivers: Huawei, Xiaomi and Honor continue to ride strong growth momentum from October
  • Drivers: Pent up demand provides steady demand through extended sales period
  • Expectations: Despite earlier promotions by e-commerce platforms, like-for-like weekly sales growth highlights stronger, more resilient demand than last year

Beijing, Hong Kong, Seoul, Boston, New Delhi, London – November 23, 2023

Smartphone unit sales in China during this year’s two-week Singles Day sales event grew by 5% YoY, providing more confidence for a positive fourth quarter.

“This is a good start to the rest of the quarter,” says Mengmeng Zhang, senior analyst for China.  “Huawei is continuing its strong run along with Xiaomi, which is enjoying a further spike in sales with the launch of its new 14 series devices.”

China Singles Day 2023 Smartphone Sales Share and YoY Growth

China Singles Day 2023 Smartphone Sales Share and YoY Growt
Source: Counterpoint Research Smartphone 360 Weekly Tracker, China. (*2022 spans Oct 31 – Nov 13; 2023 spans Oct 30 – Nov 12.)

Huawei’s success and climb in the rankings has been helped by the recent launch of its Mate 60 series 5G phones and popularity of its older P-series 4G devices.  “The company is posting some very good growth numbers, but obviously there’s base effects happening,” notes China analyst Archie Zhang.  “We expect it will grow by more than half this year, but that still doesn’t bring them close to pre-COVID levels. But it’s signalling a promising 2024.”

“Apple is improving compared to last month but there still seems to be hiccups in terms of supply,” observes Ivan Lam, senior analyst for manufacturing.  “But considering last November’s supply snafu was an anomaly, the YoY numbers could move into positive territory as current supply tightness normalizes.”

Background

Counterpoint Technology Market Research is a global research firm specializing in products in the TMT (technology, media and telecom) industry. It services major technology and financial firms with a mix of monthly reports, customized projects and detailed analyses of the mobile and technology markets. Its key analysts are seasoned experts in the high-tech industry.

Follow Counterpoint Research

press(at)counterpointresearch.com

 

Samsung Smartphones to Dominate 42 Countries in 2023 vs 46 in 2022

  • Samsung lost ground in six countries due to competition from Xiaomi, TECNO, realme, and Apple.
  • Samsung to capture the top spot in two new nations this year – India and Malaysia.
  • The brand increased market share in India with its multifaceted distribution strategy.

Samsung is projected to secure the leadership position in terms of market share in 42 countries in 2023, down from the 46 it dominated a year ago, according to Counterpoint Research’s Quarterly Market Monitor report. The current analysis, which includes a total of 74 nations, indicates that while Samsung is expected to concede its leading position in six countries, including the Philippines, it will concurrently regain the top spot in two nations, India and Malaysia. Expressly, Samsung will be losing first rank in four countries this year.

Number of Countries Where Samsung Holds Top Smartphone Market Share 2021-2023
Source: Counterpoint Research Market Monitor

The Philippines, Algeria, and Kuwait are among the six countries where Samsung is poised to lose its top position. Historically, the Philippines has been a robust market for Samsung, boasting a substantial share of shipments within Southeast Asia. However, the dynamics are shifting, especially with the fervent reception of the realme C55 model released during H1 2023. The model experienced significant popularity, even leading to a midnight sellout on ecommerce channels. This surge in momentum suggests a potential threat to Samsung’s top position throughout the latter half of the year.

Meanwhile, Apple is expected to surpass Samsung in Kuwait to take the top spot while TECNO is set to dethrone Samsung in Algeria. Apple’s expected rise to the top in Kuwait’s major GCC market is due to the popularity of the iPhone 14 Pro series in the $800 and above premium segment during H1 2023. Meanwhile, in Algeria, Samsung is set to lose its leading position due to TECNO’s competitive pricing strategies.

However, Samsung is poised to surpass Xiaomi and secure the top position in India and Malaysia this year. Samsung has been employing diverse strategies to capture the Indian market. Samsung is successfully implementing a multifaceted distribution strategy, with the Galaxy A series targeting offline channels, the F series focusing on the large online retailer Flipkart, and the M series being a key player on Amazon. Additionally, the premium lineup of the Galaxy S and Z series has been well-received in India, contributing to Samsung’s market share expansion.

Counterpoint Conversations: Disrupting PC with X Elite, Generative AI, Key Partnerships & more – Chat with Qualcomm’s Don McGuire

Qualcomm’s Chief Marketing Officer Don McGuire in conversation with Counterpoint’s Co-Founder Tom Kang discussing Qualcomm’s journey towards building a strong “Snapdragon” brand, unique market positioning and now disrupting the next big markets – PC and automotive with a complete AI-powered compute and connectivity stack. For example; Snapdragon X Elite brings on-device AI experiences to PCs like never seen before; and how Snapdragon Digital Chassis is powering the BMW i7 and bringing new experiences to connected cars.

Don McGuire also talked about how Maui has been a part of Snapdragon Summit and vice-versa and Qualcomm helping rebuild Maui after the wildfires created havoc earlier this summer. He also spoke about important partnerships, like the one with F1, Manchester United, and more. Watch all this and more in the video.

The Interview:

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