Apple’s exclusive stores in India could mean faster, better services

  • Anirban Ghoshal, Hindustan Times, New Delhi
  • Updated: Jun 20, 2016 16:33 IST
Analysts claim that the stores are not about getting more users but rather targeted at controlled marketing to help users with end-to-end experiences. (AFP)

Apple India finally might have the opening to spread its wings free with exclusive Apple retail outlets as the government on Monday relaxed FDI rules and eased the condition that stipulates companies to source at least 30% of their components or merchandise for being eligible to set up company-run retail stores in India.

The announcement assumes significance for customers as they will be able to now directly interact with the company and take advantage of their services directly. This means that consumers might get faster and better after sales service with their Apple products.

Many consumers have been facing problems in after sales service of their devices after buying them from different online portals as many Apple resellers in the country would close their doors to them.

During his recent visit to the country, Apple CEO Tim Cook said that he was aware of the problem and said that the company was working towards a solution.

However, analysts said that Apple was aiming to do controlled marketing with the new stores. “The new stores, mostly in metros, will be more about controlling end-to-end experiences for consumers which means that it will help people more from an upgrade, services point of view rather than target getting new users. Simply put, it will help in building brand loyal customers,” Tarun Pathak, ‎senior telecom analyst at Counterpoint Technology Market Research, said.

He added that initially the interest in the store will be low but later it will work as a great vantage point for the company.

Vishal Tripathi, research director at Gartner India, also said that the stores will act as alternate marketing strategy for Apple in India to expand its user base in India. He also said that the new stores might imrpove quality of after sales service in the country.

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