Samsung vs. Apple: The Global Smartphone Assembly in India

Samsung dominates global smartphone assembly by volume, with 25% of India’s 2024 share compared to Apple’s 15%. Samsung’s largest production hub is Vietnam (55%), followed by India (25%) and Brazil (12%). In contrast, Apple depends heavily on China (83%) for assembly. Neither assembles phones in the US, despite its significance as a key market—Samsung shipped 13% and Apple 28% of global volumes to the US. Samsung’s diversified strategy contrasts Apple’s premium-only, export-driven approach centered on high-value iPhones.

When it comes to smartphone manufacturing, the spotlight often shines on Apple Inc., thanks to its aggressive export strategies and premium pricing that drive high value. However, in terms of sheer production volume, Samsung Electronics holds a significant edge over its American rival.

According to research by S&P Global, Samsung accounted for 25% of the global smartphone assembly volume in India in 2024, dwarfing Apple’s 15% share during the same period. Despite Apple grabbing attention for its high-value exports, Samsung commands a larger share of the Indian assembly market by volume.

Samsung’s Global Assembly Footprint

India is just one piece of Samsung’s broader global manufacturing strategy. Vietnam stands as Samsung’s largest hub for smartphone assembly, contributing a staggering 55% of its total global assembly volume. India follows as the second-largest contributor at 25%, with Brazil rounding out the top three at 12%. This diversified strategy highlights Samsung's reliance on multiple assembly markets to sustain its global dominance.

On the other hand, Apple’s assembly operations are heavily concentrated in China, which accounted for 83% of its global smartphone assembly in 2024. In comparison, India contributed a much smaller share, while Brazil and a few other countries collectively accounted for just 2%. Notably, Samsung had phased out its assembly operations in China years ago, choosing instead to focus on Vietnam and India.

The Absence of Domestic Assembly in the US

Neither Samsung nor Apple assembles their smartphones in the United States, a fact that has drawn the ire of policymakers. Former US President Donald Trump once threatened Apple CEO Tim Cook and other tech executives with a 25% tariff on imported smartphones, aiming to pressure companies into bringing manufacturing back to American soil. Such a move, if implemented, could disrupt the intricate global supply chains these companies rely on.

Despite the lack of domestic assembly, the United States remains a critical market for both tech giants. In 2024, Samsung’s shipments to the US accounted for 13% of its global shipment volume, while Apple’s share was more than double, at 28%. This underscores the US market’s pivotal role in driving sales for both companies.

A Tale of Two Strategies: Value vs. Volume

Apple and Samsung adopt markedly different strategies in the smartphone market. Apple, which exclusively markets premium devices priced above ₹45,000, enjoys a higher average selling price. In contrast, Samsung caters to a broader audience, manufacturing devices across various price segments, which drives its higher production volumes.

Apple’s focus on exports has also set it apart. In the fiscal year 2024-25, Apple assembled iPhones worth $22 billion in India, of which 80%—approximately $17.5 billion—was exported. The United States alone accounted for 60% of these exports. In comparison, Samsung’s smartphone exports from India during the same period were estimated at $4.5 billion to $5 billion.

India’s Growing Role in Global Shipments

India’s importance in the global smartphone assembly landscape is evident. In 2024, Samsung’s shipments from India accounted for 9% of its global shipment volume, significantly outpacing Apple’s 5% share. However, Vietnam remains Samsung’s most critical export hub, with shipments from the country contributing just 2% to its global volumes.

While Apple may dominate headlines with its premium pricing and export-driven strategies, Samsung’s strength in volume production cannot be overlooked. With its diversified assembly operations spanning Vietnam, India, and Brazil, Samsung has cemented its position as a global leader in smartphone manufacturing. Meanwhile, Apple’s reliance on China and its premium-only product strategy highlights a contrasting approach. Both companies, however, remain deeply intertwined with the US market, making it a shared cornerstone of their global success.