Launch day frenzy: Long-queues outside the stores and 10 minute delivery at home – All that customers choose
The only-two physical locations of Apple Stores in Mumbai and New Delhi buzzed with excitement, as eager customers formed long queues outside stores, with some waiting since the previous night to be among the first to own the new devices.
The launch event, which began at 8 AM, saw a mix of pre-order customers and walk-ins, all eager to experience Apple’s newest offerings.
“The atmosphere in Mumbai for this phone is absolutely electric,” said Ujiwal Shah, who waited for over 21 hours to be first in line at the Bandra-Kurla Complex store. This sentiment was echoed across the country, with similar scenes unfolding at the Select CityWalk mall in New Delhi.
Tarun Pathak, Research Director at Counterpoint Research, noted, “Our channel checks yesterday indicated a strong opening for iPhone 16. Some of the sellers reported 18-20% opening day sales compared to last year.”
While lines formed outside the retail locations, quick-commerce platforms, like Blinkit and BigBasket, promised the iPhone 16 on people’s doorstep in just 10 minutes. The stocks ran out in a couple of minutes on the two apps, a similar trend seen during the pre-order day on e-commerce stores.
Many customers still chose to visit physical stores, citing the desire for an immersive Apple experience. “I came at 6 AM and couldn’t wait to get the new phone in my hands,” said one customer, a customer from Noida who came down to Delhi and was particularly excited about the improved zoom camera and the new Dessert Titanium colour of the iPhone 16 Pro.
Prabhu Ram, VP of Industry Research Group at CyberMedia Research (CMR), noted, “Our initial assessment indicates that the iPhone 16 series, including both the base and Pro models, has been well-received in the market.”
Beyond the new iPhones, many customers coupled their purchases with AirPods 4, while others also bought the new Apple Watches, upgrading their whole ecosystem. “I’m going all in on the Apple ecosystem this time,” grinned Rahul Kapoor, showcasing his new iPhone 16, AirPods 4, and Apple Watch. “It’s a big investment, but the seamless integration is worth every rupee.”
However, not all customers were successful in their quest for the new iPhone. Amit Gupta, a walk-in customer who arrived at noon, left empty-handed. “I thought coming during lunch hour would be smart, but they were already out of the Pro models,” he sighed. “I guess I’ll have to try my luck online or wait for the next stock.”
The Day 1 dynamics differed between India and the United States, Apple’s home market. Counterpoint Research data indicates that US stores had more inventory available for walk-in customers compared to previous years. In contrast, Indian stores saw longer queues and higher demand for pre-orders, particularly for the Pro models.
Pro models gain traction as price drops, vanilla iPhone also finds more buyers this year
Out of the four models, the regular iPhone 16 is seen to be the crowd’s pick this year, however the reduced prices of Pro models this year, starting Rs 1,19,900 compared to starting price of Rs 1,39,900 for the iPhone 15 Pro models, has seemingly bought-in more takers for the iPhone 16 Pro models than in the recent years.
“The more accessible pricing on the Pro models compared to their predecessors has made them more appealing to a wider range of consumers,” said Ram.
“The iPhone 16 seems like gaining massive popularity” said Pathak, who suggests that there has been a “lot of demand for the base 16 variant compared to last year” in India.
Ram notes, “The ongoing premiumization trend in the Indian smartphone market provides favourable tailwinds to drive upgrades.” This shift is evident in the strong performance across the iPhone 16 range.
AI on hold, but hardware upgrades drive majority sales
Apple iPhone 16 series have launched without the much-anticipated Apple Intelligence AI software pre-installed. Apple has been heavily marketing these AI features since June, but users will need to wait for software updates to access them fully.
Interestingly, Counterpoint Research noted that in the US, “Buyers are upgrading because they are looking to upgrade – Apple Intelligence did not appear to be a primary purchase mover. Many users are coming from older devices such as the iPhone 12, iPhone 11 and even older.”
This trend is mirrored in India, but with additional factors driving purchases. Pathak from Counterpoint Research explained, “Plus, a lot of people upgrading from older 11s or iPhone 12 are finding 16 a great upgrade.” He further elaborated on the Indian market, stating, “Hardware features like camera, battery and Apple silicon got a good upgrade compared to last year’s base model.” These improvements are particularly appealing to Indian consumers looking for substantial upgrades from their older devices.
When asked about the reasons behind people buying the new iPhones despite the absence of Apple Intelligence at launch, Pathak added, “Apple Intelligence-ready iPhones is one reason for people switching to new models even though roll out will happen later.”
Analysts predict another record quarter for Apple
The iPhone 16 marks a significant milestone for Apple’s strategy in India. For the second time in a row, India-made iPhones were made available globally on the day of the official release, underscoring the country’s growing importance in Apple’s supply chain.
With the festive season approaching, analysts expect further boosts in sales, especially for the premium Pro and Pro Max models. The availability of made-in-India iPhones – the Pro models are reported to be assembled later this year in the country for the first time ever – could also contribute to shorter lead times and improved availability for Indian consumers.
Pathak shared an optimistic outlook: “We believe Apple is likely to have a record new iPhone sales quarter in India and with this momentum it is likely to reach our estimated 12 million iPhone sales in India.”
Prabhu Ram from CMR added, “The ongoing premiumization trend in the Indian smartphone market provides favourable tailwinds to drive upgrades in the Indian market. CyberMedia Research anticipates a substantial 30% year-over-year growth compared to the iPhone 15 generation in the launch quarter.” He further projected, “This growth trajectory positions Apple to potentially capture up to 8% of the hypercompetitive Indian smartphone market by the end of 2024.”
Apple also plans to move 25% of its iPhone production to India by 2025, aligning with the country’s “Make in India” initiative. Foxconn, one of Apple’s key contract manufacturers, has already been producing the regular iPhone models in India, and reports suggest that Apple’s manufacturers will also begin assembling the Pro models in the country this year.
The success of the iPhone 16 launch day in India, coupled with the introduction of made-in-India units and innovative delivery methods, signals a new chapter in Apple’s relationship with one of the world’s fastest-growing smartphone markets.