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Morgan Stanley reports that Apple’s iPhone sales in India surpass those of any single EU country.

ByYasmeeta Oon

Feb 26, 2024

In a significant leap forward for Apple, the tech giant’s strategic investment in India is yielding substantial financial returns. According to a recent analysis by Morgan Stanley, Apple’s revenue in India experienced a remarkable surge of 42% year-on-year in 2023, reaching a total of $8.7 billion. This growth is underscored by a notable increase in iPhone shipments within the country, which grew by 39% year-on-year to 9.2 million units. Such figures not only position India as iPhone’s fifth-largest market globally but also elevate it above any single country in the European Union in terms of iPhone business size.

Market Dynamics and Consumer Preferences

  • Shifting Consumer Demand: A key factor driving the growth of iPhone sales in India is the rising consumer demand for premium smartphones that offer substantial storage capacity. Unlike the trend in many markets where the latest model garners the most attention, Indian consumers have shown a preference for devices with more memory. The average iPhone sold in India in the last year boasted approximately 260GB of storage, marking a 26% increase from 2022.
  • Pricing and Popular Models: Despite a 2% year-on-year increase in average selling prices (ASPs) to $940 in 2023, India’s iPhone ASPs remain about 10% lower than the global average of $1,045. The most shipped iPhone models in India include the iPhone 13, iPhone 14, iPhone 14 Plus, iPhone 14 Pro, and iPhone 15, collectively accounting for 86% of total sales. This data highlights the market’s inclination towards newer but not necessarily the latest iPhone iterations.

iPhone Sales Growth in India (2023)

Metric2023 Performance
Revenue Increase42%
iPhone Shipments9.2 million units
Market Rank5th largest globally
Average iPhone Storage260GB
Average Selling Price (ASP)$940
Popular ModelsiPhone 13, 14 series, iPhone 15

Strategic Expansion and Future Prospects

Apple’s burgeoning success in India is part of a broader strategic vision. The company inaugurated its first two retail stores in the country last year, marking a significant milestone in its commitment to the Indian market. Furthermore, Apple is progressively relocating its iPhone manufacturing bases to India, a move that underscores the country’s growing importance in Apple’s global strategy. According to Morgan Stanley’s forecasts, Apple’s revenue in India could escalate to $40 billion by 2032, cementing India’s role as a pivotal growth engine for the company.

While India’s current market size may not be sufficient to counterbalance the declines observed in China, the consistent growth trajectory suggests a promising future. If the current trends persist, India is poised to surpass China as a larger iPhone market by 2027. This optimistic outlook is driven by the increasing consumer demand for high-capacity, premium devices, setting the stage for Apple’s continued expansion and success in the Indian market.


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Featured Image courtesy of DALL-E by ChatGPT

Yasmeeta Oon

Just a girl trying to break into the world of journalism, constantly on the hunt for the next big story to share.