“Samsung dropped to the second position in the overall premium-segment with 22 percent share, while Apple’s volume doubled annually”
OnePlus 7 series’ strong uptake has helped OnePlus widen its gap over Apple and Samsung in the premium smartphone segment of India. The Chinese phonemaker regained its top spot after falling behind Samsung in the Q1 2019. OnePlus captured its highest-ever shipment share, 43 percent, in the second quarter to become the leader in the premium segment (Rs 30,000 and above) in India, according to Counterpoint Research’s latest report. The vendor also did well in the ultra-premium category (Rs 45,000 and above) where it debuted this year with OnePlus 7 Pro by capturing 26 percent share.
“This ultra-premium segment is a subset of the overall premium segment and usually led by Samsung and Apple. With healthy sales of Samsung Galaxy S10 series, OnePlus 7 Pro and Apple iPhone XR the volumes in this segment almost doubled,” added the report.
Samsung, meanwhile, has been dropped to the second position in the overall premium-segment. The chaebol now holds a 22 percent share in India, a decline of 16 percent year-on-year basis. The flagship Galaxy S10+ was the top model for Samsung despite the availability of cheaper Galaxy S10e. This shows that India consumers are ready to pay more for a premium experience, and as a result of that smartphone shipments in the premium segment grew an impressive 33 percent annually in the country — way above the single-digit overall smartphone shipment growth during Q2 2019.
Apple’s volumes in this segment doubled annually in Q2 2019. The Cupertino-based firm benefited from its affordable iPhone XR sale, following the price correction in April. “Apple is also doubling down on its efforts to localize local manufacturing which will help them save 20% on import duties and can potentially pass on to consumers or use it to build its retail footprint and upcoming festive season discounting/marketing,” as per the report.
Having said all that, the combined share of OnePlus, Samsung and Apple fell by three percent from last year’s where it was 88 percent. This could be due to more brands such as Xiaomi, OPPO, Vivo, and Huawei enter this segment, and the report predicts that this segment is going to be hyper-competitive in the second half of 2019.