Apple pushes India sales through EMI schemes

The company reportedly witnessed a 2% drop in Mac sales to about 3.9 mn units in quarter ended March 2013

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It’s not just iPhone. Apple Inc is increasing focus on India for all its products as sales decline in its home market.

The Cupertino, US-based tech giant, which reportedly saw a two per cent drop in Mac sales to about 3.9 million units in the March quarter, is now trying to push all Mac products in India with attractive equated monthly instalment (EMI) schemes.

This week, Apple rolled out a fresh scheme, offering zero per cent interest EMI schemes for the MacBook Air, MacBook Pro and iMac to tap mass Indian consumers. But buyers will have to make a down payment for all the products.

Before Apple announced the EMI and cash back schemes for its iPhone a few months earlier, its products were not considered affordable in India, one of the fast-growing smartphone markets in the world. With the schemes, Apple has changed the perception about iPhone from being a top-end device of desire to a product affordable for mass Indian consumers.

According to analysts, iPhone sales jumped from about 70,000-80,000 units a month to about 400,000 units after the schemes were rolled out, say analysts.  

For a specific model of MacBook Air, a buyer will have to make a down payment of Rs 19,900 and the rest in 12 EMIs of Rs 3,990 each. A model of MacBook Pro will come at a down payment of Rs 27,900 and the remaining in 12 EMIs of Rs 4,490 each. And, for a specific model of the iMac, the down payment is Rs 31,990, while the EMI is Rs 4,490 for 12 months.

Apple did not respond to queries from Business Standard.

Product	Down Payment	EMI
Macbook Air	19,900	4,490
Macbook Pro	27,900	4,490
iMac	31,990	4,490

“The EMI and cash back offers have worked wonder for the company making it realise India’s potential. Apple already has a good
positioning in India. Offering options to consumers, making it look attractive, would definitely help them push sales and play the volume game,” said an independent analyst who tracks Apple.

According to filings with the registrar of companies by Apple’s India unit, the company’s revenue from India jumped more than 200 per cent to Rs 2,000 crore in in FY12, from about Rs 620 crore the year before. Apple does not reveal revenue details for India separately.