Apple doubles down on India: New Store app signals deeper retail push

In line with tech giant Apple's big plans to increase its retail presence in India, Apple today launched the Apple Store app in India, which will provide customers with a personalised way to shop for Apple’s lineup of products and services. Apple's new store app comes after it opened its first two stores in India in 2023.

Customers in India now can download the Apple Store app on the App Store and shop directly from Apple. The app also aims to provide personalised recommendations to enhance the shopping experience.

“At Apple, our customer is at the centre of everything we do, and we are thrilled to introduce the Apple Store app to reach even more users in India, further deepening our connections,” said Karen Rasmussen, Apple’s head of Retail Online.

“With the Apple Store app, customers will discover a new and seamless way to shop for all our incredible products, receive personalised support, and really experience the best of Apple.”

Structure and Design

The Apple Store app features tabs that help customers both shop for and go further with Apple products. Products offer a single destination to discover Apple products, accessories, and services, while customers can also learn about Apple's retail programs like Apple Trade In, and financing options.

The 'For You' tab provides customers with information and recommendations while highlighting and organising saved or favourited items for quick access.

Once a customer purchases a product, the 'Go Further' tab can connect them to Apple’s specialists for online personal setup sessions.

Customisation & Delivery

Customisation is another facility Apple offers in its new app. For example, says Apple, shoppers can customise Mac with a more powerful chip, extra memory, or additional storage, as well as engrave AirPods, iPad, Apple Pencil Pro, Apple Pencil (2nd generation), and Air Tag for free with a mix of emoji, names, initials, and numbers in a choice of eight languages. "And soon, they will also be able to schedule a fun digital gift message, bringing even more personalisation options."

In terms of delivery, Apple says customers will get their products "quickly and conveniently". Apple’s first two stores in India opened in April 2023 in Delhi and Mumbai, and future Apple Store locations are planned in Bengaluru, Pune, Delhi-NCR and Mumbai.

Apple, with an 18% market share, grabbed the second spot in terms of overall sales in 2024 globally. Apple’s iPhone 16 series was met with a mixed response, partly due to a lack of availability of Apple Intelligence at launch, according to the Counterpoint Research data. However, Apple continued to grow strongly in its non-core markets like Latin America, Africa and Asia-Pacific-Others.