Impact on the Indian
smartphone market if Apple officially starts selling refurbished handsets.
India, the home of more than
1.2 Billion people recently surpassed USA and became second largest smartphone
user country in the world and this happened when only 17% of India’s population
owns it. It is estimated that by 2020, India’s average age will be around 29,
which unlocks huge potential for smartphone and data penetration.
The rising competition and price
war among smartphone manufacturers in order to win a share in Indian pie is
providing users with affordable mobile devices and recent steps of Reliance Jio
is expected to enhance the internet usage through smartphone. Since India is
lacking wired broadband infrastructure, India is poised to leapfrog it with
wireless data usage and the combination of rising young population and growing
purchasing power will exponentially enhance this process.
Android is the clear leader in
the Indian marketplace with around 97% share and Apple iOS is lagging far
behind. Google’s operating system is heavily backed up by its huge portfolio
and is supported by maximum of mobile devices in India. Popularity and trust on
Google and the affordability of Android handsets are the main reason behind the
exponentially rising sales of Android based phones whereas Apple iPhone is
considered as a status symbol and is has an image of elite mobile phone which
can be afforded by upper class who can pay good price for it. But majority of Indian
population comes under lower income group and this must be the focus for the
companies in order to sell its product in order to get a bigger pie.
Apple is the premium product
company and is not ready to sell its iPhone on lower prices as it could downgrade
its status and its brand value and due to this reason, Apple is still
struggling to increase its penetration in Indian market which could become
another China for it, if played strategically. Apple’s CEO Tim Cook visited
India with an idea to grab an opportunity to sell low priced refurbished phones
in Indian market so as to capture bigger piece of price conscious Indian market
but Indian government rejected the proposal, driven by reason that this might
defeat the purpose of Make in India campaign and it might trigger the flood of
used electronics in Indian market.
If Apple receives ascent from
Indian government to import and sell its refurbished iPhones then it might
drastically affect the statistics of Indian smartphone market. The refurbished
iPhone will be sold at relatively cheaper prices and this will give a chance
and choice to non iPhone users to opt for better performing devices at the same
price. This will definitely intensify the price and quality war in Indian
smartphone market and this will be favoring consumers. This will also help in
expansion of 4G market in India and will finally pressurize the competitors to
further slash prices on 4G handsets. This will depend up on the quality of
refurbished phones, if they could provide high quality which is USP of Apple,
than this will become the ground breaking step and will unlock Indian market
potential for it.
Talking about the logic of
India to become dumping ground of used electronics, Apple is trying to
efficiently recycle the old and previously used electronics which is actually
tested on similar parameters through which new phones has to go through before
hitting the market. So it seems that the refurbished iPhone will be having high
quality standards as the Apple will do the process of refurbishment in its own
setup and not via third party. This will attract more people towards it, who
actually want to own an iPhone but are unable to due to its premium price. If
Apple will get clearance from Indian government to sell its refurbished phones
in Indian market at competitive prices, then the geography of Indian smartphone
market will definitely get impacted by this step and it will create a dent in
Android market. In the end, if refurbished marketplace in India starts riding
the growth curve, then the ultimate winners will be the consumers and
environment.






