Samsung leads premium smartphone segment in H1 2020, to be in dead heat with Apple in H2: CMR

The Indian smartphone market continues to grow despite restricted sales and other challenges in the first half of 2020. The shipments in the premium segment (>Rs 25,000) grew 18% YoY in H1 2020. According to a new report by CMR, Samsung leads the way in this segment with a 37% market share majorly due to the success of Galaxy A71 and A51 which contributed 38% and 13% respectively of its shipments, and a YoY growth of 56%.  

Samsung’s domination of the overall premium smartphone segment was made possible through good supply side dynamics, attractive discounts and smart channel strategies.  

Apple remains top choice for rich 

Apple also continued its impressive run in the premium smartphone market, growing by 14% YoY and with a 26% market share. The iPhone 11 continued to garner some good market response in the initial part of the year. On the other hand, the all-new iPhone SE 2020 is on track to repeat the exceptional performance of iPhone 11. It captured 8% market share of the total premium smartphones shipped during Q2. 

The Super Premium Smartphone segment (Rs 50,000 – 1, 00,000) saw Apple on top with 56% market share, while Samsung was placed second with 34%, and OnePlus at third position with 4% market share. The Apple iPhone 11 contributed to be the bestseller here, accounting for 39% of the shipments. This segment accounted for ~2% of the total smartphone shipments in H1 2020. 

The Uber Premium Smartphone segment (>Rs 1,00,000) saw Apple with 67% market share, while Samsung was placed distant second with 30% market share. Apple iPhone 11 Pro Max contributed to around 40% of the shipments in this segment. 

Tough competition ahead 

Most manufacturers will look to cover the lost ground in and around the festive season. This lead to a tough competition between Samsung and Apple to be ‘in a dead heat’ in H2 2020, as per the report. The two manufacturers are slated for a 28-29% market share each. 

During this premium smartphone segment is potentially slated to grow 20% YoY in H2 2020, with many new device offerings anticipated from various OEMs. Indian consumers will stand to benefit from the intense competition, and offerings across online and offline channels.  

“In H1 2020, consumer demand in the premium smartphone segment continued to remain high, and, in fact, fuelled the market growth. This bodes well for H2 2020, and, especially, in the run-up to the all-important festive season. Beyond the incumbents – including Samsung and Apple, aspirational premium brands will seek to make in-roads into the premium segment,” Amit Sharma, Analyst – Industry Intelligence Group (IIG), CMR said.