It is often said that change is the only constant, and Apple, to its credit, has never been shy about admitting its mistakes, and changing its strategies. Whether we talk about Steve Jobs’ insistence a decade ago that 4-inch smartphones were ‘the future’, only to change stances when Apple realized that the consumers wanted large-screen phones, or the company’s more recent pivot, targeting middle-income groups by offering affordable iPhone models, the brand has certainly proved that it isn’t as averse to change as many believe it to be.
However, like everything else, there is more to Apple’s decisions than meets the eye. Tim Cook, the current CEO of Apple, once famously told Bloomberg Businessweek that the brand wasn’t into “junk business”, and that they never had the objective of selling low-cost phones.
While the brand has obviously stuck to its guns over the past 8 years since the interview, one cannot help but believe that there has been a shift — albeit a relatively imperceptible one, unless you keenly observe the subtle changes in Apple’s offerings over the past two years, which has also helped the brand sell more smartphones than it has in the past.
As per the figures provided by Counterpoint Research, Apple sold over 3.2 million iPhones in the country in 2020, resulting in a 60 percent growth Y-o-Y. This doesn’t come as a surprise, primarily for two reasons.
Affordable iPhone Price
Of all the decisions Apple has taken over the past two years, at least in the way it impacts the Indian consumers, the most striking — and discerning decision has been to offer affordable smartphones. For years, Apple has marketed itself as the Promised Land — the elusive smartphone that only a few could own. This was one of the primary reasons why iPhones became a status symbol, at least within the Indian community.
However, Apple broke the norm, and went against its usual pricing strategy when it offered the iPhone SE 2020 model. This was at a time when even OnePlus decided to come down the price ladder, offering OnePlus Nord for less than Rs. 25,000. The lowering of iPhone price meant that more people could now join the Apple family by purchasing the iPhone SE 2020, which also became one of the most popular smartphone models to be launched last year.
The brand further solidified its plans to cater to different segments by offering four different iPhone 12 models — iPhone 12 Mini, which costs around Rs. 65,000, iPhone 12, which costs around Rs. 80,000, iPhone 12 Pro, which is priced at around Rs. 1,15,000, and iPhone 12 Pro Max, which is available for around Rs. 1,25,000. This was new even for Apple, but now, more people could purchase the latest iPhone model, based on their financial abilities.
Lowering Costs of Older iPhone Models
If you have been keeping tabs on the mega sale days and ‘Apple Days’ of e-commerce giants like Amazon and Flipkart, you would’ve noticed that the older iPhone models (relatively old) such as iPhone XR and iPhone 11 are now being offered at attractive prices. In fact, for months, the iPhone XR was being offered for around Rs. 45,000! The iPhone 11, on the other hand, saw its price come down to around Rs. 58,000, making it one of the best smartphones available in the Rs. 60,000 price range.
This was done so that more people could get access to the ambitious and much-vaunted Apple experience. As one would expect, the iPhone XR and iPhone 11 models sold like hot-cakes when the prices were lowered, and these smartphones are still available at discounted prices. Unlike yesteryear, when Apple affirmatively offered iPhones for the premium consumer segment, the brand is now looking down the price ladder.
Apple may not offer 5000mAh battery mobile, or smartphones with the revolutionary 108MP cameras or with pop-up mechanisms, but the brand optimizes the phone’s hardware and software to ensure that they still provide best-in-class performance, which is why smartphone users are enamored with the idea of owning an iPhone.
With the brand now focusing on offering affordable models, Apple can continue dominating the smartphone market in 2021, and register greater Y-o-Y growth. Furthermore, with the brand setting up plants in India to assemble iPhone units, one can expect the prices to go down even further, or for the brand to offer more affordable models in the near future.
That said, spending Rs. 50,000 on a smartphone might not be viable for everyone, even if it is to own a high-end iPhone model like the iPhone XR. However, owning an iPhone is no longer a distant dream. By shopping at the Bajaj Finserv EMI Store, you can choose your favorite iPhone model from a wide range of options, and pay for the smartphone in convenient monthly instalments.
You no longer have to worry about the iPhone price, and you can rely on the Bajaj Finserv EMI Network Card to finance your purchase. Furthermore, the products you purchase at the EMI Store come bundled with discounts, while you can avail other attractive deals and offers, which will further reduce the cost of the iPhone.