That’s the headline of my most recent story, which I wrote with my WSJ colleague Tripp Mickle. It’s on the front page of Wednesday’s print paper and online here.
NEW DELHI–Amit Rajput, who runs a counter selling iPhones in a busy electronics shop here, cuts a lonely figure. He is lucky to sell one device a day, compared with the 10 or more smartphones his colleagues at desks for Samsung Electronics Co. , Nokia Corp. and China’s Oppo sell daily in the same store.
As customers walk past his display, he recalls a different time in 2013 when he sold as many as 80 iPhones a day. Now most people want to pay less than $300 for their devices—a fraction of what Apple Inc.’s newer models cost.
Smartphone makers, facing sputtering growth in the rest of the world, have looked to India to make up the difference. With 1.3 billion consumers, the country is the world’s biggest untapped tech market. Just 24% of Indians own smartphones, and the number of users is growing faster than in any other country, according to research firm eMarketer.
How has that worked out for one of America’s most valuable companies?
The number of iPhones shipped in India has fallen 40% so far this year compared with 2017, and Apple’s market share there has dropped to about 1% from about 2%, research firm Canalys estimates. The Cupertino, Calif., company posted revenues of $1.8 billion in India this fiscal year. That is less than half of what executives had once hoped to capture, said a person familiar with its targets.
“It’s been a rout,” said Ishan Dutt, an analyst at Canalys.