Foldable smartphones in consideration but unlikely to substantially hamper iPhone prospects in India

In view of iPhone 15 series launch, one of the most sought-after smartphone launches across the globe, we captured sentiments of 1200 respondents across India who are planning to buy an iPhone after the launch starting immediately after the availability till next 3 months. Below, we explain the key findings of the survey.

Which model of iPhone are people planning to buy?

India is a very price conscious market.  At the same time aspirations of consumers are on the rise.  To balance a trade-off consumers, prefer to buy the brand of their preference by owning an earlier model which sees a price cut after the launch of the latest edition.  This time as well, 63% of the respondents want to buy an earlier version of iPhone – iPhone 14 and iPhone 13 after the launch of iPhone 15 in India.  At the same time, remaining 37% users will buy the latest iPhone 15 variants within 3 months of the launch.

Motivation behind buying an iPhone.

There are very varied reasons why people buy iPhones.  Among the 5 main reasons, the overall experience that iPhone delivers tops the chart with 37% of the respondents marking it as their top reason of buying an iPhone.  Compared to some of the android smartphones which are considered its alternatives, iPhone is seen as an allrounder making the phone as a holistic experience device. In the android stable, consumers see a skew in phones towards a few particular features, prominent being camera and battery.

21% of the respondents see iPhone identifying with their personality where they are seen as tech early adopters among social circles.  These people are solicited by their families and friends regarding purchase of smart devices and gadgets.  Possessing an iPhone helps them complement this ‘tech leader’ positioning.

18% of the respondents just simply love the brand.  They find an emotional bondage with the brand and may not have any specific reason of liking iPhones.  These users find emotionally invested in the brand.

Some respondents also buy iPhones due peer pressure and social status.  They find everyone in their social circles including professional peers, friends, etc., owning an iPhone.  They do not want to be seen as outliers and feel owning the same devices helps them connect with the group easily.  17% of the respondents buy an iPhone for these reasons.

Owning an iPhone opens to an ecosystem. There are applications and other devices including wearables, laptops and tablets that offer an integrated seamless experience.  7% of the respondents buy iPhone for this reason so that they get the content and the channels to consume the content seamlessly.

Scope for improvement

The topmost concern iPhone buyers have with the phone is its battery charging speed.  More than half (51%) of the respondents want Apple to improve the charging speed and augment it with what some of the android smartphone brands have started to offer.  With very little time to keep smartphones off hands, users want their device to quickly recharge as and when they get time to plug the phone for recharging.  Right now, they feel bound to charge their iPhones during nights when they can give due time at a stretch for the smartphones to recharge.

From Indian perspective, 18% of the respondents do want charger to be back in the box.  Besides wanting to use a new charger with the new phone, the consumers see it a bit of a challenge to sell their existing iPhone in the 2^nd hand market without a charger. Especially, if it is a hand-me-down sale where they are able to get better price.

As Indian consumers are adopting a tech led lifestyle, it is not possible for them to use Apple only devices.  They find it at times difficult to connect other smart devices or it may not be as easy to connect as it is with android smartphones.  Though, at the time of purchase they do check if the device is compatible with iPhones, but they face challenges while bringing that to practice.

11% of the respondents also find iPhones getting boring and want the company to refresh the designs of the smartphone.  While iPhone has its signature design and it is easy for anyone to distinctively identify an iPhone, the users also want some more choices to select their iPhone from, which goes beyond variants defined by colour and configuration of RAM-ROM.  A possible way for Apple could be having a classic iPhone and a contemporary design line that could be changed every year as the fashions, preferences and designs change in other industries including automobile, lifestyle, etc. Though consumers understand iPhone is a premium device and they have to spend a fortune (in Indian terms) to own one, 6% of the respondents feel that Apple should make iPhones accessible by moderately trimming the prices.  There may, however, not be a formula to find out what that best price could be, and even at that notional price point, the users would want it to be further sweetened.  But looking at the price sensitivity of consumers in India, Apple may want to reconsider its pricing in the country accommodating this feeble sentiment as well.

Will foldable smartphones distaste iPhones?

The findings suggest that foldable will be on the consideration of these buyers before they make a purchase decision of the iPhone.  However, only 23% of the respondents were sure about evaluating foldable phones before they could make a final decision.  26% iPhone loyal base will only consider foldable form factor when Apple forays in the league.  For now, it does not seem to be a major impediment hampering iPhone prospects in India.

About the survey

The survey was conducted online capturing views of 1200 respondents across the country, with 60% representing metro consumer sentiments. The respondents plan to buy an iPhone after the launch of iPhone 15 in India.  They intent to make their purchase immediately from the date of availability in India till next 3 months.  1000 of these respondents are already using an iPhone and are looking to upgrade to a newer model than the one they currently own. Some the questions asked to them were: –

• If they plan to buy an iPhone after the launch of iPhone 15 in India?
• Which model are they considering buying?
• What are the reasons for them to buy an iPhone?
• Do they see any gaps that could be improved by Apple?
• Is foldable form factor a potential substitute that could impact their decision of buying an iPhone?

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