APPLE EXPANDS LIVE VIDEO SHOPPING SERVICE TO INDIA FOLLOWING U.S. LAUNCH

Apple is bringing its live video shopping service to India, expanding the retail feature internationally after a limited rollout in the United States earlier this year.

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The move signals Apple’s growing interest in interactive e-commerce, as it blends live product demonstrations with real-time consultations to boost online sales—especially in high-growth markets like India.

The video shopping service allows users to connect directly with Apple Specialists via one-way video and two-way audio for guided product exploration, comparisons, and purchasing support. Originally launched for the iPhone lineup in the U.S., the feature is now being adapted for Indian consumers ahead of the country’s festive season, when demand for electronics typically surges.

Apple confirmed the expansion this week through its India storefront, noting that the video shopping service will be available during standard retail hours in both English and select regional languages, reflecting the company’s localization strategy for one of its fastest-growing markets.

A STRATEGIC MOVE IN INDIA’S E-COMMERCE BOOM

India is among the world’s most competitive e-commerce battlegrounds, with platforms like Amazon, Flipkart, and Reliance Digital fighting for dominance in electronics sales. By integrating live, personalized shopping into its official channel, Apple is carving out a direct-to-consumer strategy that bypasses third-party sellers while reinforcing its brand control.