Festive spirit high for iPhones, tepid for mass-market brands

Even as the premiumisation trend largely led by iPhones is driving the festive season sales, the overall smartphone market growth in volume terms is seen flat this time, analysts said.

The reason for stagnancy in volume growth can be attributed to less spending in the mass market segment below Rs 25,000, increase in smartphone holding cycle, structural demand issues, and competition from the refurbished smartphone market, among others, according to analysts.