Will iPhone Ever Become The 'Aam Aadmi's' Phone?


Bangalore: In the past Apple’s premium devices were only to be found in the hands of the upper-tier demographic of India. Reason? The ‘i’ devices’ hefty price tag. While the tech giant’s devices carry subsidized prices in the U.S. and other countries, the company did not adopt such a marketing technique in India as only a small segment of users opt for the post-paid model. But, India’s rapidly growing Smartphone market has forced the company to rework its marketing policies for the country.

Apple is now focusing on elaborate ad campaigns on newspapers and televisions, alongside other incentives like trading-in old iPhones and paying the cost of new device in monthly installments. While the country is already familiar with such marketing practices, the prospect of an Apple device being available at an attractive price through E.M.I. has appealed to a large demographic. This resulted in a sales increase of 40 percent in the last few months alone.

While Apple basks in the glory of what it has achieved, the company is a long way from dominating the Indian market overflowing with Androids. The California based tech giant currently controls only 1.5 percent of the local Smartphone market whereas its competitors Samsung and Micromax have control over 33 percent and 17 percent respectively, according to IDC.

Apple has its task cut out now. It will be interesting to see how the company plans to fend off the competition and penetrate further into the Indian market.

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