Apple desperately needs to think different in India

In January this year, I bought an iPhone X. 

 

<pause for laughter> 

 

I know. Sigh. 

 

The reaction among my peers was a combination of incredulity, horror and disdain. One friend wanted to know if I was going through a mid-life crisis. Another asked me if I had won a lottery. When my father heard about how much I paid for it, he reproached me for not using it to buy something else, like a nice flat in Coimbatore.    

 

What can I say? It’s hard to be one of the few iPhone users in India. We stick together, keep our heads down, and discreetly walk in the shadows. Patting our pockets nervously. iPhone in one. Charging cable in the other. Every iPhone user knows the fruitlessness of expecting a lightning cable to be around at a party, airport or restaurant. Android users have luxuries such as sideloading, dual-sim handsets and provident fund accounts. Not for us. Instead, we have our buyer’s remorse. Once in a while, we spot each other in a crowd, nod in solidarity, and smile wistfully when our iMessages to each other turn blue. 

 

How did it come to this? 

 

That’s what Vandana tries to answer today. Apple is the world’s most influential smartphone manufacturer around, but as far as India is concerned, it’s practically a fringe player. Consider this: Apple’s market share in India is less than 1%. And it’s ranked third in the premium smartphone segment. There are many reasons for this - from pricing, marketing, strategy, leadership and a lack of commitment from the company itself. After talking to Apple’s resellers, distributors, competitors and other sources, she stitches a story about a company that desperately needs to think different. But isn’t. 

 

Today’s story is about how the first trillion dollar company in the history of the world is struggling to crack India. About why the world’s largest empire became the resistance. And about what their new country head has in store ahead of him. 

 

It’s a great story to begin the week. You can read it here: https://the-ken.com/story/apples-india-struggle/

 

Meanwhile, if you are an iPhone user, stay strong, my brothers and sisters. One day we shall rise. One day they will no longer laugh loudly when we proudly wear our Airpods.

 

Until then, let’s all use EMI payments and mobile insurance plans.