Samsung has returned to the top of India's smartphone market, the second largest in the world, after two years in which vivo held the lead. Reports put Samsung's share at about 19 percent, with its shipments only slightly down compared with a year earlier, at around 1 percent. That is a much better result than most of its rivals had in the same period.
The comeback is a useful reminder that the Indian market moves differently from the rest of the world. Lower price points, strong local competition and heavy promotions mean the leader can change quickly, and Samsung's position has been helped by a steady run of Galaxy models in the price bands where most Indian buyers shop.
The losers in the same quarter
The gains for Samsung came while several competitors lost ground. Apple's shipments in India fell about 20 percent, to roughly 3.9 million units, though it stayed among the top five. Xiaomi slipped to fourth place, with shipments down about 28 percent, a much sharper fall than the rest of the top brands.
Apple's decline in India is worth noting because the company has been growing its share in many other markets. A premium price tag in a market where buyers are highly price sensitive is one likely reason, and the higher memory costs discussed elsewhere this week are another.
Apple has also been limiting purchases of its foldable iPhone Duo to two per person, according to reports, a step aimed at curbing resellers as demand runs ahead of supply. The Duo's supply constraints are covered in our earlier article on its preorders.
What it means for buyers
Samsung's return is good news for shoppers who want a broad choice of phones at different prices. A lead in a large market gives the brand more room to run promotions and keep its newer Galaxy models on sale, though the same forces behind the global shipment drop mean there will be fewer very cheap models overall.
