Apple iPhone Sales Plummet by 30% During Festive Season in India

Apple's iPhone has experienced a notable decline in sales during the festive season in India, with reports indicating a drop of up to 30% around the Dussehra festival. This downturn is attributed to a combination of price increases, limited promotional offers, and longer replacement cycles, which have collectively dampened consumer enthusiasm. Analysts suggest that the subdued demand is likely to persist through the Diwali period, further threatening Apple's growth in the world's second-largest smartphone market.

Historically, the festive season has been a lucrative time for smartphone sales in India, with consumers eager to purchase new devices. However, this year, the market dynamics have shifted. Retailers and analysts have noted that iPhone shipments, which reached a record 14.3 million units in 2025, are expected to decline by double digits this year. The second half of the year is anticipated to exacerbate this contraction, as consumer sentiment remains cautious amidst rising prices.

Key insights from industry experts reveal that the absence of significant festive offers and the introduction of price hikes on older models have led to a decrease in consumer purchases. Upasana Joshi from IDC highlighted that feedback from retailers indicates a softer sell-through rate, which aligns with the current economic climate. Additionally, the delayed launch of the base iPhone 18 has further impacted sales momentum, with expectations that some demand may shift into early next year.

The implications of this sales decline are significant for both Apple and the broader smartphone market in India. Retailers have reported an inventory pile-up due to the lack of consumer interest, with many having stocked up in anticipation of stronger sales. Currency fluctuations and import challenges have also contributed to the situation, prompting some retailers to hold back on sales to mitigate losses. Despite the challenges, Apple maintains a strong presence in the premium segment, holding a 27% market share by value in the June quarter, according to IDC.

Looking ahead, the festive season is not yet over, and the later timing of Diwali may shift some purchasing activity into October. Retailers are hopeful that financing schemes could stimulate sales, particularly for the new iPhone 18 Pro series and Duo. However, the ongoing supply shortages for these models and the potential for grey-market activity could complicate the landscape further. Apple has yet to respond to inquiries regarding the situation, leaving many in the industry awaiting clarity on future developments.