Apple India returns to the high-end route: axing the cheapest iPhone and no longer taking the test

According to foreign media reports, Apple’s assembly partner Wistron recently received approval to build a new iPhone factory in India. This would allow Apple to circumvent the high tariffs India currently imposes on imported products. But Apple is not preparing to make iPhone more accessible to Indian consumers. It seems to be doing the opposite.

The Cupertino-based tech giant will soon begin implementing a new strategy in India to strengthen its brand's premium image and exclusivity, according to three industry executives.

As part of this move, Apple has begun notifying local retail partners that it wants to exit any stores that sell less than 35 iPhones per month. The company is also no longer interested in smaller stores of less than 350-400 square feet.

Instead, Apple hopes to expand the number of Apple product stores, focusing on stores that are 500 square feet or larger. The company also hopes to improve relationships with existing retail partners.

In addition to focusing on larger stores, Apple is expected to soon increase the entry price of iPhones.

The Silicon Valley-based company will cease all sales of the low-end iPhone 6 and iPhone 6 Plus, according to industry executives. This means that iPhone 6s and iPhone 6s Plus will become the cheapest iPhones in India. Moreover, Apple is not planning to lower their prices, but plans to maintain existing prices.

This means that once the cheapest old model is axed, the entry price of Apple's iPhone will increase by about 5,000 rupees ($72).

At the moment, it's unclear how Apple's latest strategy in India will play out in the long run, as local consumers tend to buy cheaper devices.

But judging from the current situation, Apple is no longer interested in market share and will only focus on its revenue figures.

(Source: Tencent Technology    Reviewer: Lexue)