Atticus Analytics

Apple's Indian Odyssey

Gain a deeper understanding of Apple’s strategic initiatives and impact in the Indian market. Explore the company’s endeavors, from manufacturing investments to retail expansions, in one of the world’s fastest-growing economies.

Steve Jobs' spiritual sojourn in India inspired Apple's innovative fusion. Amid challenges, India beckons Apple for transformative growth, manufacturing, and strategic shift.

Spiritual Connection to India

In the mystical embrace of the mid-1970s, Steve Jobs embarked on a transcendental odyssey to the heart of India, seeking the elusive whispers of spiritual enlightenment. Amidst the sacred serenity of ancient temples and vibrant bazaars, he found himself enraptured by the profound simplicity and intuitive wisdom of Zen Buddhism, weaving its essence into the fabric of his being. Infused with the ethereal essence of his Indian sojourn, he returned to the bustling shores of Silicon Valley, where he coalesced his newfound spiritual insights with his innate passion for design. Thus, with a visionary flourish, he co-founded Apple, bestowing upon the world a harmonious symphony of technology and artistry, an enduring testament to the transformative power of cultural fusion.

A Challenging Market

In the tapestry of global markets, Apple’s presence in India remains but a shimmering thread, delicately woven amidst the dominating fabric of Android. With only a modest five percent share, the allure of India’s smartphone arena proves elusive for the tech titan. In stark juxtaposition, the Eastern realms of China, Hong Kong, and Taiwan unfurl as fertile grounds, yielding an impressive 18 percent of Apple’s fiscal harvest in 2022. Yet, amidst this narrative of divergence, India stands poised on the precipice of transformation, beckoning manufacturers with initiatives like the Phased Manufacturing Program (PMP), a beacon guiding the way toward greater integration and prosperity.

Strategic Growth in India

In the labyrinthine landscape of India’s smartphone market, the iPhone has emerged as a beacon of growth amidst the dominance of Android devices. Apple’s strategic initiatives to bolster local manufacturing and broaden its operational footprint have borne fruit, fostering a burgeoning acceptance of its products among price-conscious consumers. By introducing improved financing alternatives and facilitating trade-ins, Apple has effectively dismantled barriers to affordability, making its coveted products more accessible to a wider audience. As these efforts gain momentum, India evolves into an indispensable manufacturing nexus for Apple, illuminating a path towards sustained prosperity and innovation within the nation’s dynamic economic tapestry.

Apple's Future in India

India presents a reminiscent narrative akin to China’s pivotal role for Apple two decades prior—a vast canvas brimming with untapped potential and unparalleled growth prospects. With a strategic focus on bolstering manufacturing capabilities and amplifying retail outreach, Apple is laying the groundwork for a transformative journey within the Indian market. This article delves into the contours of Apple’s ambitious blueprint, examining its compelling product allure and the magnetic pull that iPhones exert on creative minds, thus illuminating the trajectory of Apple’s ascent amidst India’s burgeoning technological landscape.

From the US to China

In the span from 1980 to 1985, Apple underwent a notable shift in its manufacturing dynamics, transitioning from a predominantly US-based production model to a heavy reliance on manufacturing operations in China. Despite initial endeavors to maintain manufacturing within the US, logistical and economic considerations propelled the majority of production to China, where feasibility prevailed. However, amidst the backdrop of escalating trade tensions between the US and China, India emerges as a promising contender for Apple’s future manufacturing endeavors, heralding a potential shift in the company’s global production footprint.

Growing Interest in India

CEO Tim Cook embarked on a significant journey to India, marking the inauguration of retail stores and the exploration of new opportunities within the vibrant market landscape. Cook’s fascination with India ignited in 2016, following a pivotal meeting with Prime Minister Narendra Modi, where the burgeoning potential of India’s market, fueled by its burgeoning population and dynamic economic landscape, became unmistakably apparent. This visit underscores Apple’s strategic commitment to harnessing India’s vast potential, positioning the nation as a pivotal player in the company’s global expansion roadmap.

Apple's Production in India

Apple has strategically expanded its manufacturing and export operations in India, producing iPhone 12, 13, 14, and 14+ models through contract manufacturers such as Foxconn, Pegatron, and Wistron, actively engaging in the country’s Production Linked Incentive (PLI) scheme. Launched in 2021, this initiative has proven to be a catalyst for investment inflows, fostering the creation of 50,000 direct jobs and 100,000 indirect employment opportunities. Apple’s participation underscores its commitment to leveraging India’s conducive business environment and reaping the benefits of local production, further solidifying its position within the dynamic Indian market.

Supplier Expansion

India has given the green light to expansion initiatives for various Chinese Apple suppliers, among them Luxshare Precision Industry and Sunny Optical Technology Group, signaling a strategic diversification of Apple’s assembly network beyond China. This move underscores Apple’s proactive approach to mitigating risks associated with over-reliance on a single manufacturing hub and capitalizing on India’s burgeoning manufacturing ecosystem. By expanding its network of suppliers in India, Apple aims to enhance flexibility, resilience, and efficiency in its global supply chain, while simultaneously deepening its footprint within the dynamic Indian market.

Apple's Shift from China

In a testament to India’s growing prominence in Apple’s global manufacturing strategy, Foxconn and Wistron collectively shipped over $1 billion worth of iPhones from India in the first nine months of 2022. Pegatron, the latest addition to Apple’s manufacturing partners, is poised to export approximately $500 million worth of Apple phones. The production of the flagship iPhone 14 in India, initiated last year, reflects Apple’s strategic diversification away from China, spurred by factors such as the escalating US-China trade tensions. This shift underscores Apple’s commitment to leveraging India’s robust manufacturing ecosystem and mitigating risks associated with geopolitical uncertainties, cementing its foothold within the burgeoning Indian market.

India's Growing Manufacturing Capabilities

India’s Phased Manufacturing Program (PMP), launched in 2015, has been instrumental in fostering local mobile phone assembly and component manufacturing, leading to over 95 percent of devices now being locally produced. A significant milestone was achieved in 2022, with more than 70 percent of iPhones in India being locally manufactured. This underscores India’s preparedness to penetrate critical segments of the electronics manufacturing value chain, reflecting the country’s proactive stance towards enhancing self-reliance and fostering indigenous production capabilities within the burgeoning technology sector.

Investing in Manufacturing Infrastructure

The endeavor to scale up production in India necessitates the establishment of robust infrastructure and the cultivation of a skilled workforce to uphold quality standards. Tarun Pathak from Counterpoint Research underscores the imperative for fostering indigenous intellectual property rights, making strategic investments in workforce development, and implementing enduring policies to sustain long-term growth. Recognizing these pillars as essential components of India’s manufacturing ecosystem, Pathak advocates for a holistic approach that prioritizes local innovation, human capital development, and regulatory frameworks conducive to industry expansion and competitiveness on the global stage.

India's Attractive Market

With its vast population and increasing disposable income, India emerges as an enticing market for Apple. The tech giant strategically endeavors to bolster its presence by ramping up local iPhone manufacturing to cater to this burgeoning consumer base. Nitin Soni of Fitch Ratings highlights India’s significance as a pivotal market characterized by a soaring demand for iPhones. This underscores Apple’s commitment to leveraging India’s economic momentum and tapping into its expansive consumer market, positioning the nation as a crucial focal point in the company’s global growth strategy.

Scroll to Top