What changed the tide for Apple in India and how it is planning for revival

From being a darling of consumers to losing share to OnePlus and Samsung, the Cupertino-based major appears to be slipping fast in a key market. Can it claw back?

Two years ago, when Apple Chief Executive Officer Tim Cook came calling, there was an air of excitement around one of the world’s best-known and loved brands.

The Cupertino-based major was looking to capitalise on the interest of Indian consumers as well as the government in brand Apple and even set up a manufacturing base here.

While the manufacturing unit is yet to see the light of day, what has not gone unnoticed is the slide in Apple’s market share. In the last three quarters, Apple has been slipping fast, going from a 47 per cent share in October-December 2017