India promise a good market for Apple, the company growing in to the second largest Smartphone brand is the good example. But why that is there are multiple stores in China, Germany, U.K. or in Netherlands, not in India.  When the Apple CEO Tim Cook was asked which of the BRIC (Brazil, Russia, India and China) he would prefer for Apple’s expansion, he said, he would rather go for Brazil than the remaining once.

And when Cook was asked why even though Apple’s business in India was growing but the group remained more focused on other markets, he said "I love India, but I believe that Apple has some higher potential in the intermediate term in some other countries. The multi-layer distribution there really adds to the cost of getting products to market".

The market which as low end, budget, medium and high end consumer segregations, the companies like Micromax and Samsung is catering to each level, and the very reason why they are placed at second and first place in terms of volumes in India. Apple should design the strategy accordingly. “Until Apple is able to reach lower price points, it will continue to be overtaken by competitors in India,” Rachel Lashford, managing director for mobile at Canalys, told the Wall Street Journal. However, even after myriad reports about the possible cheaper phone from Apple, nothing materialized.

So it is time for Apple to take a real look at the opportunities India holds for the company and come with the strategy that suits. 

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