From crunch time to a bigger bite, Apple's India biz makes a turnaround

After turning around the local business, it is unfolding the new India strategy

When Apple unveiled the India price list for its iPhone 12 range in mid-October, many were surprised. Contrary to widespread industry rumours, Apple set the launch price for the base-level iPhone 12 model almost 17 per cent higher than the iPhone 11.

And yet, sales of iPhone 12, at Rs 80,000, surpassed any of its recent predecessors — shattering the common belief that the cheaper the iPhone, higher the sale. Pre-booking numbers for iPhone 12 and 12 Pro that went on sale end-October surged 25 per cent higher than the last year’s bookings for iPhone 11 (launch price: Rs 68,000), making