The Indian smartphone market often differs from that of the West. Smartphone makers like Xiaomi, OnePlus, and Honor reign supreme. The occasional Samsung, Apple, Motorola, and LG device will gain somewhat significant market share as well. The premium market tells a different story though. In the first quarter of 2018, the premium smartphone market in India was largely dominated by the Samsung Galaxy S9/S9+ and OnePlus 5T according to research conducted by Counterpoint Research. Not only that, interest in Apple's offerings has dropped dramatically in the latest quarter. In Q4 of 2017, Apple outclassed both Samsung and OnePlus, but now it's at the bottom of the pack.
OnePlus was the fastest growing brand in the premium sector in India that quarter, rising by 192%. It has maintained its second spot in the rankings since 2017 Q3, largely in thanks to its limited edition device launches and expansions into offline markets. Samsung, OnePlus, and Apple account for 95% of the 5% total market share of premium smartphone offerings in India, showing the clear dominance between the three providers in their market segment. Samsung gained huge control over the premium market by capturing about half of the available market, partially in thanks to huge promotional offers like cash back offers and data plans for cheaper.
Samsung offered a wide range of cashback offers through multiple carriers and retailers in return for purchasing a Samsung device.
As for OnePlus, it's expected their momentum will continue when the OnePlus 6 launches, especially as the company looks to expand to new cities in India. With Apple's rising costs and the fact older devices are selling a lot more than newer ones, Apple's market share is weaning while competitors grow and take over. Companies like Nokia with the Nokia 8 Sirocco and Huawei with the Huawei P20 Pro are also making an appearance, both of which are also expected to make a significant dent in the premium sector in India.
Source: Counterpoint Research
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