Why Apple Stores in India are a big deal

Apple could not open a store in India earlier because of regulatory restrictions around single brand retail. So far, it has had stores operated by Indian partners such as Imagine and Future World. With the launch of its two stores, Apple will become a full stack player in India, managing everything from manufacturing to retail.

On Monday, Apple claimed it was also “supporting over 1 million jobs in India” with its developer network. At the new company-owned stores, Indian customers will be able to walk in to buy India-made iPhones, the culmination of the company’s 25-year journey in India.

Apple products can be bought online too, so what is special about an Apple Store?

At Apple Stores, the actual sale of products takes the back seat, and the focus is on the experience. Like a town square, people can walk in and spend as much time as they want with the products, ask questions, and learn how to use an iPhone or a MacBook.

Each store has many “Apple Geniuses” who handhold customers and provide any technical advice that they might need. They are available to help make the customer’s purchase decision as well.

Another aspect that makes the Apple Store different is that there are no points of sale or billing counters with queues. The Geniuses just record the sale wherever the customer is.

There are also regular ‘Today At Apple’ sessions with experts that try to inspire customers to use different aspects of Apple products. The entire bouquet of Apple products and accessories will be on sale at these stores.

When did Apple come up with its idea of an Apple Store?

The first Apple Store opened at Tysons Corner in McLean, Virginia, and the Glendale Galleria in California, United States, in 2001. The move encountered a lot of pushback, and Apple founder Steve Jobs was criticised for his attempt to get into retail.

Jobs countered: “Rather than just hear about megahertz and megabytes, customers can now learn and experience the things they can actually do with a computer, like make movies, burn custom music CDs, and publish their digital photos on a personal website.”

Two decades on, Apple has more than 500 physical stores around the world, showcasing the unique value of the brand to old and new customers. Over the years, some of these stores have become iconic locations of the city — like the store at Carrousel du Louvre in Paris or the one inside Grand Central Terminal in New York.