Croma has shared its iPhone Unboxed report for 2023. The Tata-owned retail chain has been releasing this report since 2020 which offers insights that showcase the evolving tastes and preferences across the consumer spectrum. This report highlights the growing popularity of the iPhone as it is one of the biggest success stories in the global smartphone industry.
The company claims that the iPhone Unboxed report is based on the purchase patterns of Croma consumers throughout the year. The report also includes close observations of post-purchase usage trends. The iPhone unboxed not only offers the highlights of the past few years but also sets the tone ahead of Apple’s upcoming event on September 12.
Cities where iPhones are most popular
Delhi emerges as the top city for iPhone enthusiasts in 2023 to date, boasting a 182% more iPhone purchases than the second-ranking city, Mumbai. Delhi witnessed a 47% growth in iPhone sales from 2020 to 2021 and a 106% growth from 2021 to 2022.
Meanwhile, Mumbai, while second in iPhone purchases, experienced a significant iPhone wave, with over a tenfold increase in 2022. Following closely are Pune, Bengaluru, and Hyderabad, with growth percentages of 198%, 221%, and 132%, respectively, from 2021 to 2022.
Croma currently operates over 390+ offline stores which are available across various cities of India including — Surat, Baroda, Lucknow, Faridabad, Coimbatore, Indore, Nashik and Vizag. The report claims that these cities are also experiencing a phenomenal increase in iPhone sales. These cities have witnessed a growth rate of more than 10-fold, signifying a radical shift in the accessibility of iPhones to a more extensive customer base in India.
Colour and other preferences for different iPhone models
The report also sheds light on the colour preferences of Indian iPhone enthusiasts. In the case of the iPhone 13, the preferred colour that was bought at Croma was Starlight White, closely followed by Midnight Black, Blue, Pink, and Green.
However, with the arrival of the iPhone 14, the preferences of consumers shifted towards Blue and Midnight Black, with Starlight White occupying the third spot, followed by Deep Purple. Regarding the iPhone 12, the dominant colours bought were Black and Blue, with White following closely behind. Likewise, for the iPhone 11, Black took the lead as the preferred choice, with White as the subsequent favourite.

The report also reveals that the iPhone 13, 128GB, Starlight White has been the bestselling model. Followed by the iPhone 13, 128GB Midnight Black edition and the iPhone 13 128GB Blue.
Another trend noticed was the growth in the number of iPhones sold at their stores and on the Croma website, establishing Croma as the preferred choice for iPhones among electronic retailers. Croma experienced an upward flow in iPhone sales, with an 82% increase from 2020 to 2021 and an even more remarkable 237% increase from 2021 to 2022.
Furthermore, Croma’s impact extends to a wide spectrum of Apple products, encompassing Apple Watches, iPads and MacBooks, all of which boast a growth rate exceeding 10-fold. In this category, Mumbai asserted its dominance, outpacing Delhi, Bengaluru, Hyderabad, and Pune, with a growth percentage of 619% from the previous year. Meanwhile, Delhi has notably recorded the most substantial percentage increase in sales since 2020.