Amidst a cluster of stores at Delhi’s popular IT and computer peripherals market in Nehru Place is eWorld, an Apple-authorised reseller. The store is desolate. A resigned silence combines with the white interiors to create an eerie, sterile emptiness. Even as one enters, the staff show no enthusiasm to push products. Their inertia is the result of how few takers there are for these high-end phones today. The response to the new iPhone models has been extremely disappointing, says a salesperson. However, he continues, the older models—iPhone 8 and 7—are seeing some traction.
The scene at eWorld is symptomatic of Apple’s struggles in India, where the world’s most profitable smartphone brand is going through an awful time.
Too Many Cooks
Bad Apple: Inside the tech giant’s smartphone struggles in India
The world’s most profitable smartphone manufacturer is in crisis in India. A new country head is incoming, but the task ahead of him is massive
Apple, once a leader in India’s premium smartphone segment, is in the midst of a slowdown
Chinese and Korean competitors are matching it on specs and design while beating it on price
Despite e-commerce pushing smartphone sales, Apple does not have a dedicated online strategy. It has faltered offline as well
A new country head is on the horizon, but the road ahead is rough and long for the tech giant