While India’s overall smartwatch market faced a significant downturn in 2024—recording its first annual decline with a 30% drop in shipments—Apple emerged as a major outlier. Despite a broader consumer shift away from budget-friendly, unknown brands, Apple achieved a massive 141% surge in shipments within the country, according to recent data from analyst firm Counterpoint.
Market Contraction vs. Premium Growth
The Indian smartwatch landscape saw a cooling effect throughout 2024 as the market became oversaturated with low-cost devices. This plunge in shipments hindered domestic players and stalled regional innovation. In stark contrast, Apple’s performance marked a complete reversal from its 57% decline in 2023.
Anshika Jain, senior analyst at Counterpoint, notes that the growth is driven by a maturing user base. “Some experienced users are gradually moving to advanced smartwatches,” Jain explained, citing a demand for superior health tracking, seamless smartphone integration, and sophisticated features that budget alternatives lack.
The Apple Ecosystem Advantage
Apple’s wearable success tracks closely with the company’s increasing footprint in the Indian smartphone sector. With a roughly 10% market share in Q4, Apple has solidified its position as a top-five smartphone vendor in India. This ecosystem synergy is a primary driver for the increased adoption of the Apple Watch.
Dominating the Premium Segment
The surge in Apple Watch shipments has significantly bolstered the premium smartwatch category (devices priced above $230), which grew by 147% last year. Key performance indicators for Apple include:
- Market Leadership: The Apple Watch currently captures 50% of India’s total premium smartwatch segment.
- Top Models: The Apple Watch Series 10 led sales, followed closely by the Series 9.
- Competitive Landscape: Following Apple, Samsung held a 40% share of the premium segment, while OnePlus accounted for 4%.
Despite this dominance in the premium tier, Apple’s footprint remains niche within the broader market. According to IDC data, total smartwatch shipments in India reached 35 million units in 2024. Within this total volume, Apple accounts for approximately 2% of the overall market share, highlighting a clear distinction between the mass-market volume and the high-end consumer base.
Analysts anticipate that the shift toward premium, feature-rich wearables will persist throughout 2025 as Indian consumers continue to prioritize functionality and brand reliability over entry-level pricing.