Apple on Friday launched the Apple Store app in India, expanding access for millions of customers to purchase the iPhone, Mac, iPad, and other Apple products directly from the company. The move signals that the world’s most valuable tech company is on track to increase customer touchpoints in India, beyond its own physical stores, authorised resellers, and third-party retailers. With the arrival of the Apple Store app, customers now have access to a personalised shopping experience already available in other countries, which includes customised products with laser engraving and configure-to-order options for Macs and Apple Watches. Indian customers can download and access the Apple Store app directly from their iPhone and iPad. The Apple Store app features multiple tabs, making it not only easy to discover a product but also to learn about the trade-in program, allowing customers to give their old devices to Apple in exchange for credit toward a new purchase. In addition, the store offers financing options for products like the iPhone, iPad, and Mac. The world’s top brands, including Apple, are increasingly turning to online channels to boost customer engagement as companies compete for a slice of the Indian consumer market. Apple already operates its own stores in India’s top metropolitan cities such as Mumbai and Delhi, and is planning to add new locations, including Bengaluru and Pune, among others. However, Apple’s brand is still largely limited to India’s developed cities. And this is why Apple launched its online store in India in the middle of the pandemic in September 2020. With the introduction of the Apple Store app, Apple would be expecting to expand its reach further into smaller cities. Apple has been looking to penetrate further into India and is adopting a similar model that made it so successful in China. This includes boosting sales and manufacturing of iPhones in India, as well as expanding its retail footprint into second and third-tier cities. The demand for the iPhone remains strong in India, driven by a resilient consumer base, mostly in the most aspirational consumer segment.
