- 60% of Apple’s sales, predominantly iPhones, are now emerging from tier-II towns, marking a significant shift from tier-1 cities which previously accounted for 65-70% of sales.
- The shift is attributed to the impact of the COVID-19 pandemic, prompting a necessity for quality smartphones due to the work-from-home scenario, causing a mass migration back to hometowns.
- Apple revised its channel strategy in 2019, expanding its focus on e-commerce platforms and large retail outlets like Croma and Reliance Digital stores, catering to the increasing comfort of Indian consumers in purchasing high-end products online.
- Utilizing no-cost EMI options and broadening its sales network, Apple successfully reached customers across diverse regions, making its products more accessible.
- Industry insights from Counterpoint Research suggest an estimated sale of 9 million iPhones in India by 2023, with 60% of these sales anticipated to occur beyond major metropolitan areas.