Why Apple isn't Jio

One is stretching a brand, the other is a plain, vanilla price warrior

Indian journalists have been quick to describe Apple’s partial marketing volte face  from an ultra-premium positioning to price warrior as its “Jio act”. This is lazy thinking, good perhaps for a headline but otherwise a fundamental misrepresentation of the Cupertino-based giant’s strategic shift. 

The difference is small but significant. With Jio, Reliance started out as a price warrior to challenge the competition with near-free services. Apple’s positioning entails a critical shift from its foundational ultra-mega premium strategy. It involves a sharply targeted line of attack against competitors across multiple market segments — telecom, consumer hardware, internet broadcasting and so on