The Defeat Of A Giant:
Since Apple’s silent stand on its quarterly market sales, analysts are the closest we’re going to get in terms of sales figures. IDC – The International Data Corporation, a provider of market intelligence suggests Apple has had a very small hold of the market share in two of the worlds largest smartphone markets. While the Indian market has been on the rise, it is to say that it could never be in less favor of Apple than it is now. China as is faces an overall flat market in general.
Amongst the big highlights of 2018 were the online-focused brands that drove the share of the online channel to an all-time high of 38.4% in 2018 and a whopping 42.2% in 2018Q4. This was primarily driven by several rounds of discounts by e-tailers driving affordability through various financing options, cashback offers and buyback schemes. Shipments of the online-exclusive portfolios of Xiaomi, Honor, Realme, Asus, OnePlus etc., further fueled this growth, resulting in a year-on-year growth of 47.3% in 4Q18 for the online channel. – Upasana Joshi , Associate Research Manager, Client Devices, IDC India.
Xiaomi led the market, having recently overtaken Samsung, with 28.9% of total shipments, a healthy 58.6% increase from 2017. Samsung collected 24.7% of Indian devices sales, while Vivo had 10%, Oppo 7.2% and Transsion with 4.5% completes the top five vendors. The remaining 27% of shipments were shared through multiple vendors, Apple included, though the bundled peloton chasing the leading five saw total sales drop by 10.7% year-on-year.
“The premium end of the market (above US$500) outgrew all other price segments in 2018 with 43.9% YoY growth, although it still constitutes a meager 3% share of the overall smartphone market. OnePlus emerged as the leader in US$500-US$700 segment on the back of the OnePlus 6 and the newly-launched OnePlus 6T. However, in the super premium segment of US$700+, Samsung surpassed Apple for the top position with its Galaxy S9 series,” adds Joshi.
Apple is by far no where to be found as a strong competitor in India, criticized for not being innovative. People would rather not spend a premium on a ‘refreshed’ Phone from last year. A sluggish approach to a behemoth of a market has been very heavy on Apple.