All eyes on India to push iPhone 7

Last year, Apple had shipped close to 2 million units into India, this year, the target is to reach 3 million units

To boost the sales of Apple’s new iPhone 7, launched in the US on Wednesday, all eyes are on India.

The tech company, with its headquarters in Cupertino, California, has double-digit growth in India. The iPhone 7 and 7 Plus would be launched in the country on October 7.

In an effort to ensure that it’s a hit in the country, Apple is leaving no stone unturned.

Last year, Apple had shipped close to 2 million units into India. This included the iPhone 6s and 6s Plus, as well as older models such as iPhone 6, 6 Plus and the iPhone 5 series.

This year, the target is to reach 3 million units - a jump of 50 per cent - analysts tracking the company have told Business Standard.

“Apple shipped 1.2 million units in the first half of this year. Almost 48 per cent were the iPhone 5s; the rest were newer models. So, there’s a stark polarisation between the demand for the iPhone in India, where half of them are cheap (less than Rs 25,000) and the other half costs above Rs 40,000. To ensure nearly 1.8 million in terms of shipments in the second half of the year, Apple will have to cater to both ends of the market,” Neil Shah, analyst, Counterpoint Research, said.

While the iPhone 7 and 7 Plus will be priced between Rs 60,000 (for iPhone 7) and Rs 75,000 (for iPhone 7 Plus) per unit, Apple is expected to bring down the price points of the iPhone 6s and iPhone 6 series, respectively, to ensure that those looking for an affordable model are addressed, informed sources have said.

Currently, the 6s series is available for under Rs 50,000 per unit, while the 6 series comes for under Rs 40,000. The 6s range could, following the iPhone 7 launch, come down to levels of about Rs 40,000-45,000 per unit, trade sources said, while the 6 series could be available for about Rs 30,000-35,000 per unit.

“The pricing strategy will become clear in the next 10-15 days,” said a Mumbai-based retailer, who stocks iPhones. “This layered pricing strategy is critical if the iPhone has to sell here, especially during the festive season, when competing brands such as Samsung will also fight for consumer attention.”

Sources in the know said Samsung is expected to bring down the price of its S7 phone since the Note 7, billed as a response to the iPhone 7, has been recalled because of battery issues.

Photograph: David Gray/Reuters