dum maro dum might be unintentional, but iphone 13 launch shows apple is now damn serious about india

Last night after Apple hosted its iPhone 13 launch event, the company posted the "introduction" videos for all the new products. Each of these videos is different and tailored to highlight specific aspects of the products. The jazziest of these videos is the iPhone 13 promo, and the reason why it is music to ears and feast for eyes is its use of colours and tune of Dum Maro Dum, a song Indians are familiar with. In fact, as soon the video was out, Indians on social media started talking about it. Now, it does seem that use of Dum Maro Dum was unintentional from Apple. But, intentional or unintentional, it does highlight the importance India has acquired for Apple in recent years.

Let's first clear this issue of Dum Maro Dum. The tune is -- as Indians know -- from a song by RD Burman. But Apple didn't use that song in the iPhone 13 promo. Instead, Apple is using "Work All Day" by Footsie, and it is this song that uses the tune Dum Maro Dum. And Apple probably chose Work All Day not because it is sampling RD Burman tune, but because it goes well with the iPhone 13 tagline. Apple is pitching the iPhone 13 as an all-day, durable and trusty, phone and the "Work All Day" highlights this messaging.

Apple brings iPhone 13 to India

But whether Apple did it intentionally or unintentionally, it is clear Dum Maro Dum couldn't have come at a better time. In the last few years, Apple is increasingly focussing on its India business and is seeing great uptake. Mention of India is increasing in Apple's earnings calls that the company does with investors every quarter. Just a few days ago there was a report that by the end of this year, Apple would see an increase of 50 per cent in its iPhone business in India.

These market realities reflect how Apple is bringing iPhone 13 to India. The entire line-up -- iPhone 13, iPhone 13 mini, iPhone 13 Pro and the iPhone 13 Pro Max -- will be going on pre-orders in India on September 17, the same day when the pre-orders open in other key markets. In other words, India is one of the key 28 markets where the iPhone 13 will be on sale from September 24.

dum maro dum might be unintentional, but iphone 13 launch shows apple is now damn serious about india

© Provided by India Today

It also reflects in the current iPhone line-up in India. Arguably for the first time, Apple has a great iPhone line-up in India at some extremely good prices. Officially, the iPhone prices in India now start from Rs 39,900. This is the price for the iPhone SE 2. Then there is the iPhone 11 with a starting price of Rs 49,900, down some Rs 5000 from its official prices a few days ago. The iPhone 12 mini now comes in at Rs 59,900, the iPhone 12 at Rs 65,900, the iPhone 13 at Rs 79,900, the iPhone 13 Pro at Rs 119,900 and the iPhone 13 Pro Max at Rs 129,900.

The top iPhones, compared to their prices in some other markets like the US, still priced a bit too high in India. But the phones like the iPhone 12 and the iPhone 11, which are fantastic phones and in most instances better than the flagship Android phones, are priced extremely well.

Not only Apple is increasingly getting the pricing for the iPhones right, relative to what they offer to consumers, the company is also pushing with aggressive discounts and deals. Although, these discounts and deals come from merchants and not Apple. But on its Apple India store, the company does offer a fairly good trade-in programme for users who are still using old iPhones.

Apple business in India growing

The efforts are yielding results. According to CounterPoint Research, in Q2 2021, Apple with 49 per cent market share led the premium segment (Rs 45000 and above) in the Indian phone market. "Apple witnessed 144 per cent YoY growth in Q2 2021," the research agency notes. The brand maintained its leading position in the ultra-premium segment (>INR 45,000 or $650) with more than 49 per cent share. Continued strong demand for the iPhone 11 coupled with aggressive offers on the iPhone 12 series were the driving factors for this growth."

Given the fresh price cut on the iPhone 12 and the iPhone 11 after the iPhone 13 launch, and the fact that the latest iPhone are debuting at last year's prices, means that by the end of the year Apple may even increase its market share.

And it is not just the iPhone. Just the way the company has been able to rationalise its iPhone strategy for India and has started giving India a spot in the group of chosen ones, it is also pushing hard with Mac, Apple Watch and iPad. Mac in particular is shining bright, largely because of the new Mac mini with M1 processor and MacBook Air M1. The M1 chip means that for most consumers these two machines are great value for money at their respective market prices. The Mac mini for around Rs 60,000 and the Air M1 for around Rs 85,000 are largely better than anything else you can buy at this price point.

Of course, the kidney jokes still fly and in some cases -- the iPhone 12 Pro Max 1TB or Mac Pro -- even feel relevant. But once upon a time an Apple was a luxury item. That is no longer the case for many consumers. The devices like the iPhone 11, iPhone 12 and Mac mini have changed the Apple scene in India. And Apple has noticed it, the company has seen how consumers are picking its products. Dum Maro Dum and the fact that iPhone 13 launches in India on the same day as its global launch show that Apple is responding.

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