Samsung Electronics has announced an early launch of its mid-range smartphones in the Indian market. This is seen as a strategy to capitalize on the gap left by Apple, which has lost its price competitiveness with the recent launch of the 'iPhone 16e,' priced 40% higher than its predecessor, aiming to widen the gap in the Indian market.
According to the IT industry on the 25th, Samsung Electronics is expected to launch two models of the Galaxy M series in India in March. The news of the new product launch was revealed after teaser images of the 'Galaxy M16 5G' and 'Galaxy M06 5G' were posted on the Indian Amazon site. The teaser images showcased the rear design of the two Galaxy M models, accompanied by the slogan "Can’t beat the monster." Samsung has not yet disclosed specific product prices or release dates, but the industry anticipates a release in March.
Notably, the Galaxy M06 5G, which was scheduled for release in the second half of the year, has suddenly had its launch date adjusted to the first half. Last year, Samsung released the Galaxy M15 5G in March and the Galaxy M05 5G in September. Some in the industry speculate that with India included as the first launch country for Apple's upcoming budget model, the 'iPhone 16e,' Samsung may be expanding its mid-range product lineup to defend its market position.
An industry insider noted, "The launch of Apple’s budget iPhone models in the price-sensitive Indian market has significantly helped expand Apple’s market share," adding, "With the release of the successor to the iPhone SE3 expected in the first half of this year, it seems that Samsung has been preparing to expand its lineup."
In fact, when the iPhone SE3 was launched in the Indian market in 2022, Apple's market share for iPhone sales saw a significant increase. According to global market research firm Counterpoint Research, Apple’s market share in the Indian smartphone market (by volume) rose from 3.4% in the second quarter of 2022, when the iPhone SE3 was released, to 5.1% in the second quarter of 2023.
However, as Apple has raised the price of the iPhone 16e, the successor to the iPhone SE3, by about 40%, the effect of its budget iPhone models in expanding market share in India is expected to be limited. Instead, there is increasing speculation that this may be an opportunity for Samsung to widen the gap with Apple through the expansion of its mid-range product lineup. According to market research firm IDC, Samsung Electronics held a 22.8% share of the Indian smartphone market (by sales) in the second half of last year, but the gap with Apple (21.6%) was only 1.2 percentage points.
Samsung Electronics is seeking to expand its market share in India through the growth of its mid-range 5G smartphone lineup, priced between 100,000 and 200,000 won. Along with the two Galaxy M models announced this time, Samsung also introduced the 'Galaxy A06' and 'Galaxy F06' 5G models in the market this month for under 10,000 rupees (approximately 164,700 won). Samsung’s effort to roll out affordable 5G smartphones is due to the fact that 5G smartphone shipments now account for about 80% of the total market in India. Kim Yong-seok, a distinguished professor at Gachon University and a former Galaxy S developer, stated, "In a situation where Apple has significantly increased the price of its budget products, Samsung's strategy of enhancing its low-cost 5G device offerings is likely to be more effective."
According to market research firm Counterpoint Research, the size of the Indian smartphone market (by revenue) increased by about 9% year-on-year last year.