HOW THE IPHONE 16E IS DESIGNED FOR INDIA

Apple deepens its commitment to India with the iPhone 16e, to be manufactured locally. The new additions to the line-up include advanced technology and innovations tailored for Indian consumers. BOB BORCHERS, Vice President, Apple, opens up about the iPhone 16e’s unique features in a chat with Sahil Mohan Gupta of BW Businessworld

- Sahil Mohan Gupta

Apple, which is expanding its presence in India, rated as among the most vibrant smartphone markets in the world, has now introduced the iPhone 16e to consumers here. Contrary to earlier speculations that the iPhone 16e would be a successor to the iPhone SE series, Bob Borchers, Apple’s Vice President for iPhone Product Marketing, clarifies that it represents a new line. “It extends the iPhone 16 line-up further,” Borchers says, highlighting Apple’s dedication to addressing the specific needs of the Indian market.

In an interview with BW Businessworld during his India visit, Borchers spelled out the careful planning behind the iPhone 16e. “I would say that India is an incredibly important market for Apple and is exciting in terms of its potential,” he remarked. The iPhone 16e is strategically priced to offer value while featuring top-tier attributes, targeting long-time iPhone enthusiasts and new users. “In India, we have many opportunities for people to come to the platform for the first time,” Borchers goes on to say.

Apple’s Focus Shifting Towards India

Borchers, who previously served as the chief marketing officer for Dolby and contributed to the Google Pixel line of smartphones, is now in his second tenure at Apple, having been part of the initial iPhone team in the late 2000s. Emphasising Apple’s commitment to local production, Borchers says, “Like the rest of the iPhone 16 family, the iPhone 16e is manufactured here in India and is available today.” This strategy not only underscores Apple’s investment in the Indian market but also reflects its broader approach to integrating localised elements into global products.