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Apple to start manufacturing of latest iPhone, cuts price in India

07 April, 2019, 15:28 | Author: Vicki Mclaughlin
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Tech Giant Giving an impetus to its India manufacturing plans, Apple has started the assembling of iPhone 7 at its supplier Wistron's facility in Bengaluru. "It is unlikely it can go back to the earlier MRP regime for iPhone XR in India now, since it will then be hard to attract consumers after this drop", said an executive.

Hence, the base-end 64GB storage model will be available at Rs. 59,900 (MRP: Rs. 76,900) whereas the mid-end 128GB storage variant and top-end 256GB model will retail for Rs. 64,900 (MRP: Rs. 81,900) and Rs. 74,900 (MRP: Rs. 91,900), respectively. The price cut comes on the heels of a similar move by the Cupertino firm in China.

Non-HDFC clients will nearly certainly buy the 128GB and 256GB models of the iPhone XR at Rs. 64,900 and Rs. 74,900 separately, as compared to their MRP of Rs. 81,900 and Rs. 91,900 individually.

The new pricing doesn't exactly make the iPhone XR cheap.

"Apple runs promotional schemes for consumers, but has rarely undertaken such promotional pricing", an unnamed executive told the Economic Times.

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Lowering prices in the market could be the right strategy, but until Apple sells a truly low-priced phone, perhaps a successor to the iPhone SE, then it will struggle to make a dent in the market and grab share and audience in India. However, the high launch price meant that customers shied away from the handset and instead ended up buying a cheaper Android device. According to the Economic Times report, Apple will cut iPhone XR price by up to 22% from Friday to boost sales in the premium smartphone segment in India. "It is unlikely it can go back to the earlier [maximum retail price] regime for iPhone XR in India now, since it will then be hard to attract consumers after this drop".

It's also uncertain whether Apple will officially decrease the iPhone XR's price on its Indian website.

Apple has just 1 percent of India's entire smartphone market.

Prices for the two other XR variants have also dropped. It shares the same internals as its more expensive iPhone XS sibling and makes up for the design and display compromises by offering a longer battery life than them.



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