It’s a known fact that Apple is a premium brand. And considering price and positioning, the iPhone is definitely at the premium end of smartphones currently available in the market. This year as the Apple iPhone completed 10 years, the company announced a new flagship device that widened the gap in terms of price. The Apple iPhone X starts at close to a lakh. That’s at a retail US price of $999.
The concept for the iPhone Xc posted by iDropNews, shows renders of this year’s iPhone X in a range of colors including red, yellow, blue and green. The color scheme used in the render is very similar to those used in the iPhone 5c launched in September 2013.
The iPhone 5c was a relatively cheaper device launched by Apple in September 2013, when the iPhone 5s was the flagship. While the iPhone 5c was relatively cheaper, it didn’t do remarkable well. Among the key reasons attributed was the fact that the iPhone 5s had an aluminum build with glass compared to polycarbonate body. What that essentially meant is that the iPhone 5c didn’t come across as a premium device in the same way that the iPhone 5 or the iPhone 5s came across in its time.
The accompanying description with the renders in the iDropNews report highlights that India and China could greatly benefit from a cheaper iPhone X. That couldn’t be further from the truth. It is commonly misconstrued that the Indian market is looking for the cheapest products. If that were indeed the case then probably India wouldn’t find mentions in consecutive investor briefing calls by Apple CEO Tim Cook.
India has recently been getting a lot of attention from Apple for the promise and potential the Indian market shows in its ability to offer growth in an otherwise stagnant smartphone market with dwindling margins. The reality is that a market such as India is in fact a value conscious market. Indians are comfortable paying a premium, for added features and services that are not commonly available on competition.
Whether that premium and added feature is Face ID, or AR or some such new feature that the next iPhone offers will only be evident over time. For now, a budget iPhone doesn’t seem to be Apple’s focus area or priority. But every once in a while, we love the idea of romanticizing the idea of affordable premium. Pretty much premium economy in a budget airline. It’s not as good as the real thing. But it’s the best austerity can indulge in for a taste of luxury.
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