Launch day excitement: Long queues outside stores or 10-minute home delivery – what customers chose
There was an atmosphere of excitement at the only two physical locations of Apple Stores in Mumbai and New Delhi as eager customers stood in long queues outside the stores, some waiting since the previous night to be among the first to get the new devices.
The launch event, which began at 8 am, saw a crowd of pre-ordering and walk-in customers, eager to experience Apple’s latest offering.
“The mood in Mumbai is absolutely excitement for this phone,” said Ujiwal Shah, who waited more than 21 hours to be the first in line at the Bandra-Kurla Complex store. That sentiment was mirrored across the country, and a similar scene was seen at Select Citywalk Mall in New Delhi.
Tarun Pathak, Research Director Counterpoint Research“Our channel checks yesterday indicated a strong start for the iPhone 16. Some sellers reported 18-20% opening day sales compared to last year,” said Apple Inc.
Queues formed outside retail stores, while quick-commerce platforms like Blinkit and BigBasket promised to make the iPhone 16 available to people in just 10 minutes. The stock ran out in a few minutes on both apps, with the same trend seen on the e-commerce store on the day of pre-order.
Many customers still prefer to visit physical stores because they crave the ultimate Apple experience. “I came in at 6 am and was desperate to get the new phone in my hands,” said a customer who came to Delhi from Noida, who was particularly excited about the improved zoom camera and the new Desert Titanium colour phone. iPhone 16 Pro,
Prabhu Ram, vice president, industry research group at CyberMedia Research (CMR), said, “Our initial assessment suggests that the iPhone 16 series, including both the base and Pro models, have been well received in the market.”
In addition to the new iPhones, many customers have also updated their purchases with new iPhones. AirPods 4While others also bought new Apple Watches, upgrading their entire ecosystem. “This time I am going completely into the Apple ecosystem,” said a smiling Rahul Kapoor, showing off 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 customer who visited around noon, returned empty-handed. “I thought it would be wise to come at lunch time, but they had already run out of the Pro models,” he sighed. “I guess I’ll have to try my luck online or wait for the next stock.”
The dynamics on day one were different between India and the United States, Apple’s home market. Counterpoint Research data shows that US stores had more inventory available for walk-in customers than in previous years. In contrast, Indian stores saw longer queues and higher demand for pre-orders, especially for the Pro models.
The Pro model gained popularity as prices fell, even the vanilla iPhones found more buyers this year
Of the four models, the regular iPhone 16 is seen as the crowd choice this year, though prices for the Pro model have come down this year, starting at Rs 1,19,900, while the previous model’s starting price was Rs 1,39,900. iphone 15 As for the Pro models, the iPhone 16 Pro models have found more buyers than in recent years.
“The more affordable pricing of the Pro models compared to their predecessors has made them more attractive to a wider range of consumers,” Ram said.
“The iPhone 16 is getting massive popularity,” Pathak said, adding that the demand for the base 16 variant has gone up significantly in India compared to last year.
Ram says, “The trend of premiumisation in the Indian smartphone market provides a favourable environment to drive upgrades.” This shift is evident in the strong performance of the iPhone 16 range.
AI on hold, but hardware upgrades boost sales
The Apple iPhone 16 series has been launched without the much-awaited Apple Intelligence AI software. Apple has been heavily promoting these AI features since June, but users will have to wait for a software update to take full advantage of them.
Interestingly, Counterpoint Research found that in the US, “buyers are upgrading because they want to upgrade – Apple intelligence did not appear to be the primary purchase enabler. Many users are coming from older devices such as the iPhone 12, iPhone 11 and even older.”
This trend is visible in India as well, but there are additional factors driving purchases. “Also, many people upgrading from the older 11 or iPhone 12 are finding the 16 a great upgrade,” Counterpoint Research’s Pathak told ET. Elaborating on the Indian market, he said, “Hardware features such as the camera, battery and Apple Silicon have received a good upgrade over last year’s base model.” These improvements are particularly appealing to Indian consumers who are looking for a substantial upgrade from their older device.
When asked why people are buying the new iPhones despite the absence of Apple Intelligence at launch, Pathak said, “Apple Intelligence-ready iPhones are one of the reasons people are switching to the new model, though the launch will happen later.”
Analysts predict Apple will post another record quarter
iPhone 16 marks an important milestone for Apple’s strategy in India. For the second time in a row, iPhones made in India 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 sales to rise further, especially for the premium Pro and Pro Max models. The availability of Made in India iPhones – the Pro models are reported to be assembled in the country for the first time later this year – could also contribute to shorter lead times and better availability for Indian consumers.
Expressing an optimistic view, Pathak said, “We believe Apple will have a record quarter in terms of new iPhone sales in India and with this momentum we are expected to sell 12 million iPhones in India.”
Prabhu Ram of CMR said, “The trend of premiumisation in the Indian smartphone market provides a favorable environment to drive upgrades in the Indian market. CyberMedia Research expects a substantial 15% year-on-year growth over the iPhone 30 generation in the launch quarter.” He further estimated, “This growth trajectory positions Apple to potentially capture up to 8% of the hypercompetitive Indian smartphone market by the end of 2024.”
Apple plans to shift 25% of its iPhone production to India by 2025, marking the country’s “make in india” Initiative. FoxconnApple India, one of Apple’s major contract manufacturers, is already producing regular iPhone models in India, and reports suggest that the Apple manufacturer will also start assembling the Pro models in the country this year.
The success of the iPhone 16 launch day in India, the introduction of manufactured-in-India units and innovative distribution methods, signal a new chapter in Apple’s relationship with one of the world’s fastest-growing smartphone markets.
