New Apple India Chief Dismisses Discounts For Apple Products
Apple India’s new country head, Michel Coulomb has some radical plans for the company. Reports claim that he plans to dismantle the current sales strategy set by predecessor Sanjay Kaul to achieve a more ‘organised distribution’ structure for iPhones, iPads and Macs. This essentially means that consumers in India won’t be seeing discounts on Apple products like they’re used to.
With this new strategy, distributors of Apple products in India will be trimmed. Hence, the company will look to maintain the prices of its products since up until now, distributors had the freedom to sell to any retailer, even at lower prices. All these details were shared by three persons directly aware of the development in the company.
The earlier ‘open distribution’ strategy at Apple India had created a lot of discontent amongst its offline trade partners, since the distributors would often indulge in wholesaling to achieve targets leading to rampant deep discounting online and fluctuation in prices almost every day. So much so, Apple was even considered as a discounted brand. The new country head is pulling the plug after reviewing the scenario.
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Coulomb took charge of India for Apple back in December 2017. He also served as MD, Apple for the Middle East, Turkey and Africa. According to the executives, he will retain only two national distributors–Ingram Micro and Redington. Brightstar, Rashi Peripherals and HCL Infosystems will be slowly phased out of the system.
This doesn’t mean consumers will never see a discounted iPhone ever again. According to the executives,
While there will still be special promotions online for Apple products, the days of deep price cuts seem to be over.
The move does make sense for Apple. However, it’ll be interesting to see how much this will affect the sales of iPhones in India, a country that is so price-sensitive.