Apple wants to reach more customers this time; the Indian market has troubled them for a long time. They don’t have too many retail stores, so online stores are the only option. Apple had many options, but they finally choose Flipkart for this deal. Amazon was an option, but Apple will never partner with another rival. Flipkart was more than happy to get this responsibility; it will increase their authority in the field. These retailers are not direct; Apple is using third-party connections to reach the goal. October will be a big month for them; the phone will be finally available. They have their customers in India, but the market never gives them substantial profit.

Flipkart has been the exclusive partner of many companies before; their network in India is superb. As many as 30 countries will get a chance to buy the iPhone in September; India will have that opportunity much later. Infibeam is another company Apple has contacted; they will sell their devices too. This partnership is fantastic; no part has anything to lose. Last year, the process was faulty, Apple admitted it. Customers paid additional more, to get the iPhone 6s. Some retailers and dealers increased the price and the erosion affected Apple’s sale.

Paytm, Flipkart and some other dealers offered discounts and their GMV increased drastically. Apple doesn’t want that, they want a clean system. Flipkart is not going on that path, they will market the product. Apple’s marketing team will help them from all sides this time. The competition in India is extreme; Apple is losing the battle year after year. The problem is with the mindset of people, they always choose the affordable phones. Apple’s loyal user base is very small, they can’t expand that. Cook wants increased sales under many circumstances, they have very little time. The manufacturing unit was not opened; this was a big setback for them.