This story belongs to the Fortune India Magazine October 2025 issue.
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FOR APPLE FANS in India, September 9 every year means a late-night ritual of seeing Tim Cook say his signature “good morning” from Apple Park in Cupertino, California, as he unveils the latest iPhones.
But this year’s event was about more than just devices. Apple timed it with the next phase of its India retail push. Just a week before the September launch, Apple opened its first official stores in Pune and Bengaluru. It had a store in Mumbai and Delhi.