Taking a bigger bite

THE LONG QUEUES and scuffles that marked the recent launch of Apple’s iPhone 17 are seldom seen during a product launch in India.

- CHRISTINA MONIZ

For a device that is priced north of ₹80,000, the iPhone frenzy is an oddity in India’s price sensitive market. Apple’s late retail foray in the country has served to only fuel the hype around every iPhone launch.

Experts says Apple has succeeded in making the sought-after iPhone more accessible and relevant to Indian consumers without diluting its premium positioning. According to industry estimates, Apple’s share in India’s ₹4 lakh crore smartphone market has doubled from around 4% in 2021 to 8% as of September this year.