According to CyberMedia Research, Apple recorded its best year ever in India in 2022, with shipment growth of 11 percent year over year which helped land its highest ever volume market share of 5.5 percent.

Additionally, the report indicated that sales of iPhones in the months of October through December were 59 percent by the iPhone 14 series and 32 percent by the iPhone 13 series.

Apple shipped two million phones during the fourth quarter, up 18 percent sequentially but down seven percent annually.

The world's largest manufacturer of smartphones increased its domestic production, and to meet the high demand, it backed that up with aggressive marketing in the second-largest market in the world.

“Apple’s India momentum continues to be on track with a strong headroom for growth in 2023 and beyond. In particular, Apple’s increasing share of upstream value addition under Make in India will fuel India’s strategic growth in the global value chains,” in the words of Prabhu Ram, head of CMR.

In December 2022, Apple reached the milestone of being the first company in India to export smartphones worth $1 billion (Rs8,100 crore) in a month.

Apple, a company with a premium pricing that had caused it to struggle in India's price-conscious market for a long time, gradually increased its volume market share while preserving its dominance in the premium sectors.

That followed a growth of its domestic manufacturing operations in the nation, which was supported by aggressive marketing strategies like cash backs and payment plans.

But “supply chain constraints arising from COVID resurgence in China, and consequently longer-than-usual wait times on the 14 Pro models had an impact on Apple’s market performance,” said Ram, referring to the on-year fall in Apple’s shipments.

“Aggressive marketing offers and promotions did help in pushing the older generation iPhones, including the iPhone 13 series,” Ram adds.