Apple has hit a major milestone in India, making its way into the top five smartphone brands for the first time ever. With nearly 10% of the market share by volume in the October-December quarter of 2024, the tech giant is showing that its strategy is paying off in one of the world’s fastest-growing smartphone markets, according to Counterpoint Research.
The company’s success isn’t accidental — it’s the result of a multi-pronged approach. Apple has doubled down on producing iPhones locally, expanding its retail and distribution networks, and solidifying its reputation as the go-to choice for premium smartphones. “This reflects Apple’s commitment to staying ahead of the curve and addressing the evolving demands of Indian consumers,” said Tarun Pathak, Research Director at Counterpoint Research, in an interview with IANS.
What’s driving this surge? For one, premium smartphones are becoming more popular among India’s growing middle class, especially young people in smaller cities. The iPhone, in particular, has become a symbol of status and aspiration. “For Indians, owning an iPhone isn’t just about having a phone—it’s about making a lifestyle statement,” Pathak added.
Apple’s increased presence in India is also closely tied to the government’s Production-Linked Incentive (PLI) scheme, which has incentivized local manufacturing. In 2024, Apple exported iPhones worth ₹1 lakh crore ($12 billion), achieving an impressive 40% year-on-year growth. Domestically, the company manufactured $14 billion worth of iPhones during the fiscal year, with $10 billion of that output going to exports — a 46% jump in local production compared to 2023.
Beyond boosting its production numbers, Apple has made a significant impact on India’s job market, creating 175,000 direct jobs in the past four years. Notably, 72% of these roles are filled by women, reflecting Apple’s emphasis on inclusive growth. Additionally, the opening of flagship stores in Mumbai and Delhi in 2023 has further strengthened Apple’s foothold in the aspirational Indian market.
Looking ahead, experts believe Apple’s momentum in India will only grow in 2025. With plans for targeted marketing, aggressive retail expansion, and greater localisation of its supply chain, the company is set to deepen its reach. The premium smartphone segment is on the rise, aligning perfectly with Apple’s strategy to cater to India’s upwardly mobile middle class and tech-savvy youth.
In short, Apple’s game plan in India is proving to be a masterclass in adapting to local markets while maintaining its global appeal. The iPhone isn’t just selling — it’s becoming a cultural phenomenon.