Discounts on Apple products likely to stop as new India sales head takes over

Expect stabilized pricing for Apple products going forward, with the free hand given to retailers to set pricing likely to be discontinued.

  • Published: June 15, 2018 10:59 AM IST

Although Apple products won’t technically get more expensive, any discounts and offers that you’ve been seeing in the market are likely to be discontinued soon. Apple India’s new top executive is likely to do away with many of the discounts and variable pricing for Apple products, and bring back steady and organized pricing to the market for its iPhones, iPads and Mac devices, according to a report by the Economic Times.

Apple’s new India head Michel Coulomb wants to implement a strategy that brings Apple’s brand image back to its premium levels, according to reports. It is believed that Coulomb’s predecessor Sanjay Kaul’s strategy of giving heavy discounts on Apple products by retailers has diluted the brand image of the company to some extent, and Apple wants to maintain its premium image going forward.

This could mean that many of the discounts that we’ve been seeing on various platforms including Amazon India, Flipkart and various offline dealers could soon disappear, with Apple products selling at their Apple-listed official prices. While the official pricing has been maintained on record, many retailers offer discount schemes to entice buyers. Apple will now clamp down on these discounts, and force retailers to stick to the official line on pricing.

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It is also believed that Apple will maintain only two national distributors for its products – Ingram Micro and Redington. Other distributors will be phased out eventually, in order to keep tighter control on the market. This will ensure that Apple products are available nation-wide, but will go only to retailers that Apple deems worthy. The freedom given to distributors to set pricing will stop as a result of this. While this might affect sales volumes in the short run, it will help maintain Apple’s premium brand image, which was at risk of dilution.

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  • Published Date: June 15, 2018 10:59 AM IST