THE GOAN
PANAJI
The screen is falling off, the cover is broken, and the phone is chipped across the surface, yet users may refuse to part with it. For some, it may hold sentimental value, while for others, it is the added cost of buying a replacement for a device that can still be used. As long as they can make calls and send messages, these users may consider their phones perfectly functional.
Market trends
This reluctance to replace phones comes at a time when the global smartphone market is facing a decline in shipments. Worldwide smartphone shipments fell by 22% year-on-year to 255.3 million units in the third quarter of 2026, according to the International Data Corporation (IDC). Apple shipped 57.3 million iPhones during the same period, down 4% from the previous year, although its share of the global market rose to 22.4%. Meanwhile, initial sales of the iPhone 18 Pro series were 3.1% higher than those of its predecessor during the first three weeks of launch, according to Counterpoint Research. With Apple's latest iPhone Duo entering the market, The Goan spoke to retailers across Goa to understand whether customers are holding on to their existing devices for longer or continuing to buy new ones.
Tech-driven upgrades
The managing head of a reputed electronics shop in Taleigao said that despite rising prices, he observed that younger buyers, particularly those between 18 and 30, are showing greater interest in technology and specialised features. “The 18 to 30 age group is specifically upgrading towards technology. There are groups among the younger generation who are specifically interested in gaming, and they look for high-end gaming phones,” he said, pointing to how purchasing decisions are increasingly influenced by the features customers want rather than simply the need for a working phone.
Making purchases affordable
At a shop in Arlem, an official said that customers are increasingly considering how to manage the cost of expensive electronics rather than ruling out purchases altogether. They explained that instalment plans and cashback offers are making premium devices accessible to buyers who may not be able to pay the full amount upfront. “While electronics and gadgets are getting price hikes and becoming costlier, affordability is also coming into the picture,” the official said. Citing Apple's latest premium models as an example, they noted that despite prices exceeding Rs 1.5 lakh, some customers are opting for 24-month EMI plans and cashback offers to make the purchase manageable.
Balancing needs and wants
An electronics retailer in Margao said that customers are also exploring brands such as OnePlus and Google, particularly for phones with advanced features and powerful chipsets, while Apple continues to attract buyers in the premium segment. “If I look at our business over the last four and a half years, Apple accounts for approximately 50% of our sales in the premium segment,” he said. However, he added that purchases ultimately depend on individual needs and usage. While some customers seek the latest technology or specialised features, others may be satisfied with a basic device that meets their everyday requirements. The distinction between need and want becomes clearer when phones are compared with other household appliances. “A washing machine, for instance, is often replaced when the existing one breaks down. With smartphones, however, customers may upgrade even when their current device is still working, and the newer models offer better cameras, faster processors or gaming features,” they explain. This does not mean every phone purchase is unnecessary, but it highlights how upgrades can be driven by changing preferences as much as by practical needs.
Factors behind price hikes
Addressing the rising cost of devices, the Taigao-based electronics retailer also pointed out that smartphone prices are largely determined by individual brands and global market conditions. “Price hikes are brand-specific and happen across markets worldwide. Retailers have little control over these changes, as the prices are determined by the companies themselves,” he said.
For consumers, therefore, the decision to replace a phone is not always a question of whether the device still works. It can also depend on affordability, the appeal of newer features and how long the existing phone can meet their needs. While some buyers are willing to spend on the latest models, others prefer to continue using their devices until a replacement becomes necessary. Retailers' observations suggest that both patterns coexist, making the smartphone market as much about changing consumer preferences as it is about the need for a new device.
