Despite an all-time high Average Selling Price (ASP) of $929, Apple had grown their own remarkably about 61% year over year. OnePlus also posted a healthy 61% increase, despite its average selling price declining 14% year-over-year to $346. POCO, which has premium C-series models, saw the highest growth of 76% among the top 10 brands. Vivo (excluding iQOO) has emerged as the market leader boosted by the success of its V-series models, closely followed by Samsung, which has focused on expanding its high-end lineup, according to data provided by IDC. So In terms of market segmentation, there were significant changes in the share of different price segments. The sub-$200 segment fell from 70% to 65% year over year, an 11% decrease.

Indian mobile phone sales fell 10% year-on-year in the first half of 2023. The market shipped a total of 64 million units in the first half of 2023, but this figure showed a  10% year-on-year (yoY) decline. However, in the second quarter of 2023 (2Q23), the market grew and shipped 34 million units, which was  10% more than the previous quarter. Despite this positive development, in the second quarter of 2023, the year-on-year decrease was still 3%. After several quarters of growth, the average selling price of the smartphone segment fell 8% QoQ but managed to grow  13% YoY to reach $241 in Q2 2023. IDC expects this growth rate to continue in the coming months into 2023,” says Upasana Joshi, research head, of client devices, IDC India.

Smartphone sales in Dip:

Indian mobile phone sales fell 10% year-on-year in the first half of 2023. The market shipped a total of 64 million units in 1H23, but this figure showed a 10% decline compared to the same period last year. However, in the second quarter of 2023 (2Q23), the market grew and shipped 34 million units, which was  10% more than the previous quarter. Despite this positive development, the fall in the second quarter of 2023 was still 3% compared to a year ago. After several quarters of growth, the average selling price of the smartphone segment fell 8% QoQ but managed to grow  13% YoY to reach $241 in Q2 2023. IDC expects this growth momentum to continue in the coming months into 2023,” said Upasana Joshi, research head, of client devices, IDC India. The decline in the second quarter is due to vendors’ and channels’ focus on clearing inventory ahead of the holiday season in the second half of the year. Various discounts, special programs and price reductions were offered during this period to attract consumers. The 5G smartphone segment shipped 17 million units in the second quarter of 2023 at an average selling price of $366, representing a 3% year-over-year decline. Samsung, Vivo and OnePlus became the leaders in this segment with 54 per cent. The most shipped 5G models in the second quarter of 2023 were Apple’s iPhone 13 and OnePlus’ Nord CE3 Lite.

Online vs Offline in India

In terms of distribution channels, the total shipment of the online channel decreased by 15% year-on-year, while the offline channel grew by 11% and accounted for 54%. Heavy online players like Xiaomi and Realme had relatively lower shipments, which contributed to the decline of the online channel.  “In the upcoming festive season,  brands are looking to stimulate consumer demand with affordable 5G launches, pre-order offers and festive discount base/upgrade programs. The market will need strong double-digit growth in the coming months to show year-on-year growth in 2023, which seems unlikely now,” says Navkendar Singh, AVP, of IDC Devices Research.