Revising the price upwards overnight, Apple may see a repeat of iPhone 5C in India with the SE
Apple on Monday unveiled its much-awaited iPhone SE, a 4-inch-screen device reminiscent of the years gone by—before phones bent in users’ pocket, thanks to their sheer size—at the affordable price of $399 for 16GB- and $499 for the 64GB-version. It was clearly an effort to take back market share from Android devices that have been catering to budget consumers as well as high-end buyers.
While most believed that phone was a Made-for-India product and Apple would try to capture a larger slice of the 100-million strong Indian smartphone market controlled by Android devices, but the company, much to everybody’s surprise, priced out the Indian consumers by first quoting a high Rs 30,000 for the 16GB version and then revising it upwards to Rs 39,000 overnight.
It appears that Apple has made the same mistake that it committed with iPhone 5C, its first budget phone. Though the SE comes with added features, Indian consumers have already graduated to bigger screen sizes and, even if they want to buy Apple, chances are they would rather purchase the iPhone 6S, which has more attractive features like HD screen and 3D touch and is available on e-commerce sites from Rs 41,000. While the phone may do better in the US, given it is competitively priced for that market, Apple would have had a better chance in India had it stuck to a lower price-band.