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WATCH: Apple BKC Store Now Open In Mumbai | Here's The Inside Tour Of Apple's 1st Store In India

Curated By : Bharat Upadhyay

Last Updated: April 18, 2023, 21:17 IST

New Delhi, India

Apple BKC features a triangular handcrafted timber ceiling.

The store will have more than 100 team members who collectively speak over 20 languages, including local Indian languages.

Apple CEO Tim Cook On Tuesday inaugurated the first Apple retail store in India at Mumbai’s Bandra Kurla Complex (BMC). People flocked to the store from across India, hoping to be among the first to enter, in an opening event featuring local music and folk dancers.

Cook stepped out of the Mumbai store and took selfies with the first Apple buyers who came in big numbers. Tim Cook took to the micro-blogging platform Twitter and said that the energy in Mumbai is incredible. “The energy, creativity, and passion in Mumbai is incredible! We are so excited to open Apple BKC — our first store in India," Apple CEO tweeted.

The store will have more than 100 team members who collectively speak over 20 languages, including local Indian languages. The store is designed to be one of the most energy-efficient Apple Store locations in the world, with a dedicated solar array and zero reliance on fossil fuels for store operations. Here’s a quick tour of Apple’s first store in India.

Watch Video: Tim Cook Inaugurates First Apple Store In India To A Packed House At Apple BKC

According to the company, Apple BKC features a triangular handcrafted timber ceiling that extends beyond the glass façade to the underside of the exterior canopy, reflecting the unique geometry of the store. Each tile is made from 408 pieces of timber, forming 31 modules per tile with a total of 1,000 tiles that make up the ceiling.

There are over 450,000 individual timber elements, all of which were assembled in Delhi. “Upon entering the store, customers are greeted by two stone walls sourced from Rajasthan and a 14-meter-long stainless steel staircase connecting the ground level and the cantilevered mezzanine," Apple India said.

Apple BKC also offers Apple Pickup, which makes it even easier for customers to place an order online and pick up products when it’s most convenient for them.

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A sneak peek into India's first Apple store in Mumbai's BKC

• Apple opened its first retail store in India in Mumbai on April 17.
• The store has over 100 team members who speak over 20 languages.
• The store is operationally carbon neutral, running on 100% renewable energy.
• The Apple store in the Ambani-owned Reliance Jio World Drive Mall, BKC in Mumbai, will open for customers from Tuesday.

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All you need to know about ‘Apple BKC’, India's first Apple store opening in Mumbai

On wednesday, the tech giant shared a ‘teaser’ of the retail outlet, which is inside the jio world drive mall at bandra kurla complex..

Apple on Wednesday shared a glimpse of its first-ever retail store for India, thus confirming long-standing reports of the tech giant being in talks to open its maiden outlet in the country. Called ‘BKC Apple,’ the shop is in Mumbai, India's financial capital.

“Hello Mumbai. We are getting ready to welcome you aboard our first store in India. And raring to see where your creativity takes you at Apple BKC,” the Steve Jobs co-founded company said on its official website .

Here is all you need to know about Apple BKC:

(1.) Apple BKC is located inside the Jio World Drive Mall at Bandra Kurla Complex, from where it gets the ‘BKC’ bit in its title.

(2.) The outlet's design is inspired from Mumbai's iconic Kaali Peeli (black and white) taxis; the store will welcome its customers with the classic Apple greeting, ‘Hello Mumbai.’

(3.) Though the company is yet to announce the date on which it will throw open the shop, reports state Apple BKC will commence operations in April itself.

(4.) To celebrate its first outlet in India, Apple has created a special play list, which is available on Apple Music. It has also listed various services that people will be able to avail at the BKC store.

(5.) It has also been reported that Apple will open a second shop in India, most likely in Delhi. The Mumbai outlet, however, will continue to be the flagship store.

Follow the latest breaking news and developments from India and around the world with Hindustan Times' newsdesk. From politics and policies to the economy and the environment, from local issues to national events and global affairs, we've got you covered. ...view detail

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Exclusive photos from inside the new Mumbai Apple Store as Tim Cook makes his first visit

Apple CEO opens the doors to Apple's first official offline retail location in India.

Tim Cook today inaugurated the Apple BKC store in Mumbai, marking the company's official entry into the retail space in India. Apple has been selling its products in India for years now, but that was previously done via third-party retailers, and more recently Apple's online store. Apple BKC is the company's first official retail store in India. 

Cook was present for the launch himself, welcoming in the first batch of Apple fans that had lined up for the store's opening. Apple BKC opened up for consumers today at 11 am IST, with a huge crowd in attendance. With over a hundred staff members and more than 500 Apple fans, consumers, and media folks attending, Apple sure has made a mark with its India retail entry. We were present at the Apple BKC launch and managed to capture a few moments. Check it out!

Apple BKC opens to much fanfare, over 500 fans present 

Apple BKC is located in Jio World Drive, a large mall located in Bandra, Mumbai. Fans started gathering for the launch early in the morning, with queues formed around the store. There was a crowd of an estimated 500 Apple fans and media persons waiting for the store to open.

Apple BKC launch was a well-planned affair, with a classic Mumbai Dhol band present to add a zing of Mumbai music, leading up to the moment of the launch. The doors opened and Apple CEO Tim Cook walked out along with Deirdre O'Brien, Apple's Senior VP of Retail and People. They greeted the first batch of people entering the store, and retail store workers lined both sides of the entrance to welcome the folks in the queue as they entered to much fanfare and cheering. 

The store is one of two launching this week in India, with the Delhi Apple Saket Store scheduled to open on 18th April. Apple had its teams on the ground for today's launch, with retail workers dressed in green and several other employees present at the launch, including the design team behind the visual work done for this store. 

The visuals included the Hello Mumbai artwork we've been seeing in Apple's BKC launch wallpaper sets and an Apple logo variation that was printed on the media badges we received. The logo also adorned the tote bag and Apple sticker handed to some of the early entrants of the store.

Apple fans from all over India show up for Apple BKC launch

The fanfare at the Apple BKC launch was pretty great to witness. One fan showed up with an Apple logo haircut, visiting Mumbai solely for the store launch.

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Spotted at the Apple BKC Mumbai opening. Just outstanding commitment 😂 pic.twitter.com/Pt4goxLIN6 April 18, 2023

Another passionate fan showed up for the launch with his own Apple Macintosh SE FDHD, which he said was his first Apple machine back when he started working as a designer. He managed to meet Cook, who seemed genuinely impressed. Various other fans were sharing their Apple memories, and many seemed to have traveled from afar to attend the launch.

The store itself is impressive, carrying the classic Apple feel. An Apple logo sits above a giant LED wall, and the rest of the space has desks and shelves with Apple products, including all of its best iPhones .

India a key partner for Apple moving forward

Apple has been making moves to reduce its dependence on China, and it has found a worthy partner right next door — India. Apple BKC is one among the series of moves Apple is making to prove its commitment to India.

Tim Cook is also said to be meeting up with senior Indian politicians, including Indian Prime Minister Narendra Modi. The company seems committed to India as its next big manufacturing hub, with manufacturing expansion in the works. The retail store launch is a significant identifier of the same.

Apple maintains a market share in India of around 8%. With manufacturing amping up and retail efforts being reworked now, we're likely to see a gradual increase in Apple's India presence, from an operations standpoint, and with a bigger chunk of the market share as well.

Palash has been a technology and entertainment journalist since 2013. Starting with Android news and features, he has also worked as the news head for Wiki of Thrones, and a freelance writer for Windows Central, Observer, MakeUseOf, MySmartPrice, ThinkComputers, and others. He also worked as a writer and journalist for Android Authority, covering computing, before returning to freelancing all over town.

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• FFR This is huge, two apple stores in India in two days. Good bye premium android flagships in the Indian market. Reply
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Apple’s first store in India is now open

The mumbai-based location features a unique ceiling tiled with hundreds of pieces of timber..

By Emma Roth , a news writer who covers the streaming wars, consumer tech, crypto, social media, and much more. Previously, she was a writer and editor at MUO.

Share this story

Apple has officially opened its first store in India. On Tuesday, hundreds of customers got the chance to step inside the Mumbai-based retail location after years of waiting for the iPhone maker to build a store in the country.

As you can see from the images included in the gallery below, the store has a pretty eye-catching design. It features a glass exterior and a ceiling tiled with triangular pieces of timber that stretch past the building’s walls to form a canopy over the store. Apple says each tile is made from 408 pieces of timber and that there are 1,000 tiles in total.

The building also has a dedicated solar array, making this particular store “one of the most energy-efficient Apple Store locations in the world.” Additionally, Apple says the location has “zero reliance” on fossil fuels for store operations and runs on “100 percent” renewable energy.

Apple started quietly getting ready for the store’s grand opening earlier this year when it began hiring employees for physical store locations throughout India . The company only officially announced its opening earlier this month and is set to open up another store in Delhi, India, on April 20th.

Along with bringing more stores to India, Apple has started to shift iPhone production to the country as well, helping to decrease its reliance on China and make the iPhone more affordable for customers in India. Last year, it began assembling its flagship iPhone 14 in India shortly after announcing the device, marking the fastest it has ever shifted production from China to India following the launch of a new iPhone.

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Inside Apple's first store in India, which spans 20,000 square feet — and marks a new era in the company's push for customers

• Apple's first retail store in India, which opened its doors on Tuesday in Mumbai, spans 20,000 square feet.
• The store employs more than 100 employees who can collectively speak 20 languages.
• The opening signals its expansion into India for a new consumer base and as a new manufacturing hub.

Apple's first retail store in India opened its doors to the public on Tuesday — in the country's financial and entertainment capital Mumbai — as the tech giant looks to India as a new consumer market and a manufacturing base. 

The 20,000-square-foot store features Apple's signature minimalist glass facade and a handcrafted ceiling made out of 408 pieces of timber, per a  news release  by the company on Sunday. 

The store is located within the Bandra Kurla Complex, a facility owned by Indian business tycoon Mukesh Ambani's conglomerate Reliance Industries.

Apple said in the Sunday release that the store is also "one of its most energy-efficient" locations worldwide, running entirely on renewable energy. 

The store employs more than 100 staff who can collectively speak over 20 languages, Apple's release stated. 

Related stories

Cook posted a tweet on Monday with employees of the store clad in green clothing. The tweet read: "Hello, Mumbai! We can't wait to welcome our customers to the new Apple BKC tomorrow." 

—Tim Cook (@tim_cook) April 17, 2023

He also enjoyed his first trip to India in almost seven years by eating a "Vada Pav" — a popular street food in Mumbai akin to a burger, with a spiced fried potato patty placed between a bun — with Bollywood actress Madhuri Dixit. 

"India has such a beautiful culture and an incredible energy," Apple's CEO Tim Cook said in a press release seen by CNN . "We're excited to build on our long-standing history — supporting our customers, investing in local communities, and working together to build a better future."

Apple has a second store opening in India. On Thursday, it will open its doors to a new store in the capital city of Delhi, per CNBC.

To be sure, Apple's new foray into India coincides with its push to move production facilities out of China — particularly after the debacle at China's largest iPhone factory, Foxconn, which saw thousands of workers fleeing amid a COVID-19 outbreak.

The Wall Street Journal reported on December 3 that Apple has accelerated its plans to shift some of its production outside China, a country that has long since held up the company's supply chain. The WSJ also reported that the company is telling suppliers to assemble products in other Asian countries like India and Vietnam. 

The push for a new customer base could also be a result of dwindling revenues. Apple  posted first-quarter revenues  of $117.2 billion, which were down 5% year-on-year.

Apple's representatives did not immediately respond to Insider's request for comment. 

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India’s First Apple Store Officially Opens Its Doors to Customers in Mumbai: All You Need to Know

The inauguration of the apple store in mumbai saw fans and eager customers queue up as they waited to get their first glimpse of apple's first outlet..

Apple CEO, Tim Cook inaugurates the Apple BKC store in Mumbai

• Customers can experience every product the brand has on sale in India
• Apple will also hold free ‘Today at Apple’ sessions at its store
• The brand claims that its store is completely carbon neutral by design

Apple today opened the doors of its first official retail store in India. The Cupertino firm has been servicing its customers in India through Authorised Apple stores so far, but the Apple Store experience is said to be a vastly different experience. Referred to as Apple BKC, Apple's first official retail store located at the Jio World Drive Mall, in Bandra Kurla Complex (BKC), Mumbai opened at 11:00am IST on Tuesday. The store apart from stocking every single product and accessory sold by Apple  in India, will also be holding free ‘Today at Apple' sessions which will help customers learn more about their devices.

On Tuesday, the inauguration of the Apple Store drew crowds of fans and eager customers, waiting to get their first glimpse of the first Apple-run outlet. Apple CEO Tim Cook was also present at the inauguration of the store and according to an earlier report is also set to meet Prime Minister Narendra Modi this week.

The concept of the Apple Store is definitely a first for India . And the iPhone maker seems to have done enough to make it appear and feel special. The tech giant claims that Apple BKC is designed to be one of the most energy-efficient Apple Store locations in the world. The store has its own solar array and according to Apple has zero reliance on fossil fuels. Apple says that its store is operationally carbon neutral as it runs on 100 percent renewable energy.

The unique triangular ceiling is made from 408 pieces of timber, forming 31 modules per tile with a total of 1,000 tiles that make up the ceiling, all of which were assembled in Delhi, according to the company. There are stone walls which have been sourced from Rajasthan and a unique 14-metre-long stainless steel staircase.

The Apple BKC store at Jio World Drive Mall in Mumbai's Bandra Kurla Complex

In store, Apple has on display all of its products which includes the latest iPhone, Mac, iPad, AirPods, Apple Watch, and Apple TV lineups. These are accompanied by a host of accessories. Also available at the Apple Store is the Apple Pickup facility, which lets customers pick up products purchased online at the store itself. Also available at its store are free 'Today at Apple' sessions which will help customers better understand its products. At today's launch, Apple will host special sessions as a part of its “Mumbai Rising” series. These include a Music Lab, Photos Lab, Design Lab and an Art Lab.

The launch of the Apple Store coincides with the brand celebrating 25 years of its existence in India. Apple BKC is one of two official retail stores. Apple started manufacturing iPhones in India from 2017 through contract manufacturers and its exports from India are estimated to have crossed $5 billion (roughly Rs. 400 crore) in the financial year 2022-23. The second store will open its doors in Saket, New Delhi at the Select City Walk Mall, on April 20 at 10:00am IST, according to the company.

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First Look At India’s 1st Apple Store In Mumbai BKC: Tour & Experience

• April 19, 2023
• 2 minute read
• No comments

When you get to preview the first Apple store in India you reach at 9:30 AM instead of 9:45 AM. Yes! I was that excited.

If you are an Apple geek then you were looking forward to the opening of the Apple store just as much as I did. Walking in as one of the first few to get access to this iconic moment given that Apple has been in India for 25 years. I am sure as each one of us visits the Apple Store there will be something different that we will take back:

Why I Loved The Apple BKC Store In Mumbai

• The ability to learn so much about the Apple products we use but use them more efficiently
• The passion of the sales staff who are happy to educate more than sell
• Understanding your use-case scenario for a product
• Apple BKC is designed to be one of the most energy-efficient Apple Stores in the world.
• The concept of Apple Today where kids and adults will get to learn from local artists, meet visiting artists, and do something new every day. 

Apple BKC is a reflection of Mumbai’s vibrant culture and brings together the best of Apple in a beautiful, welcoming space for connection and community.

Did you know?

Apple BKC is designed to be one of the most energy-efficient Apple Store locations in the world, with a dedicated solar array and zero reliance on fossil fuels for store operations. The store is operationally carbon neutral, running on 100% renewable energy.

Located at the edge of the upscale Jio World Drive Mall, Apple BKC spans well over 22,000 square feet spread over two levels, with an expansive, double-height, tree-lined ground level featuring Apple’s latest products across the iPhone, iPad, Watch, and Mac product lines alongside Apple’s audio, TV and services offerings. 

The store opened on 18th April 2023 and I am sure Mumbai will queue up to experience the same Apple experience across any city in the world.

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A powerhouse of a driving force, Kidsstoppress’ founder knows exactly what she wants. Based out of Mumbai, Mansi, a mom of 2, can be seen constantly looking at things and visualizing how she can make that work for the company. When not working on Kidsstoppress she can be seen contorting her body into the most difficult of yoga poses or cooking healthy in her kitchen!

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​Inside Apple’s 1st Store In Mumbai's BKC Ahead Of Grand Opening

Apr 17, 2023

Hello, Mumbai!

Apple is all set to open its first Apple Store in India located in Mumbai's bustling Bandra Kurla Complex. The Apple Store opens tomorrow in the country's financial capital.

Image Source: Agencies

Explore The Apple Universe

Apple BKC Store will serve as a dynamic space where customers can come together and explore the products and services offered by the Cupertino-based tech company,

Free Apple Sessions

At Apple Store, customers will also get to enjoy exceptional service while also learning how to get more out of their devices through free Today at Apple sessions.

'Mumbai Rising'

Apple BKC will offer a special Today at Apple series, 'Mumbai Rising', which will start running from April 18 — the store’s opening day — through the summer.

List Of Sessions At Apple BKC

Sessions in the 'Mumbai Rising' series include:Music Lab: Deep Listening in Urban Spaces with SandunesPhoto Lab: Portraits of Resistance with Prarthna SinghDesign Lab: Every Poster Tells a Story with Boomranng StudioArt Lab: Drawing Homage to Mumbai with Kohla

Apple BKC Runs On 100% Renewable Energy

Apple says that the BKC store is designed to be one of the most energy-efficient Apple Store locations in the world. The store is operationally carbon neutral, running on 100 percent renewable energy.

A Spectacular Beauty

Apple's store located in Mumbai's BKC features a triangular handcrafted timber ceiling that extends beyond the glass façade to the underside of the exterior canopy, reflecting the unique geometry of the store.

408 Pieces Of Timber

At the Apple's BKC store, each tile is made from 408 pieces of timber, forming 31 modules per tile with a total of 1,000 tiles that make up the ceiling. There are over 450,000 individual timber elements, all of which were assembled in Delhi.

Apple Is Offering Pickup

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Apple opens first India store as fans show off vintage devices, take selfies

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Apple Inc bets big on India as it opens first flagship store

Tim Cook, Apple’s CEO, was greeted with cheers and clapping at the opening of his company’s new store in Mumbai.

iPhones are on display during a press preview of India’s first Apple Store in Mumbai, India, Monday, April 17, 2023. Apple will open its first retail store in India in Mumbai on Tuesday. (AP Photo/Rafiq Maqbool)

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Dozens of people lined up outside for the grand opening Apple Inc. first flagship store in Mumbai, India, Tuesday, April 18, 2023. Apple Inc. is set to open its first flagship store in India in a much-anticipated launch Tuesday that highlights the company’s growing aspirations to expand in the country it also hopes to turn into a potential manufacturing hub. (AP Photo/Rafiq Maqbool)

People take selfies inside the first Apple Inc. flagship store as others watch from outside, in Mumbai, India, Tuesday, April 18, 2023. Apple Inc. opened its first flagship store in India in a much-anticipated launch Tuesday that highlights the company’s growing aspirations to expand in the country it also hopes to turn into a potential manufacturing hub. (AP Photo/Rafiq Maqbool)

Apple CEO Tim Cook, center, with Senior Vice president of retail Deirdre O’Brien wave to the dozens of people waiting outside during the grand opening Apple Inc. first flagship store in Mumbai, India, Tuesday, April 18, 2023. Apple Inc. is set to open its first flagship store in India in a much-anticipated launch Tuesday that highlights the company’s growing aspirations to expand in the country it also hopes to turn into a potential manufacturing hub. (AP Photo/Rafiq Maqbool)

Apple CEO Tim Cook, right, reacts after seeing an old old Macintosh Classic machine brought by a visitor during the opening of the first Apple Inc. flagship store in Mumbai, India, Tuesday, April 18, 2023. Apple Inc. opened its first flagship store in India in a much-anticipated launch Tuesday that highlights the company’s growing aspirations to expand in the country it also hopes to turn into a potential manufacturing hub. (AP Photo/Rafiq Maqbool)

An unidentified person holding an old Macintosh Classic machine poses with Apple CEO Tim Cook for a photograph during the grand opening of Apple Inc. first flagship store in Mumbai, India, Tuesday, April 18, 2023. Apple Inc. is set to open its first flagship store in India in a much-anticipated launch Tuesday that highlights the company’s growing aspirations to expand in the country it also hopes to turn into a potential manufacturing hub. (AP Photo/Rafiq Maqbool)

Journalists and bloggers gather during a press preview of India’s first Apple Store in Mumbai, India, Monday, April 17, 2023. Apple will open its first retail store in India in Mumbai on Tuesday. (AP Photo/Rafiq Maqbool)

Apple retail employees applaud at the beginning of a press preview of India’s first Apple Store in Mumbai, India, Monday, April 17, 2023. Apple will open its first retail store in India in Mumbai on Tuesday. (AP Photo/Rafiq Maqbool)

Invitees takes pictures during a press preview of India’s first Apple Store in Mumbai, India, Monday, April 17, 2023. Apple will open its first retail store in India in Mumbai on Tuesday. (AP Photo/Rafiq Maqbool)

Apple CEO Tim Cook center, welcomes a visitor during the opening of the first Apple Inc. flagship store in Mumbai, India, Tuesday, April 18, 2023. Apple Inc. opened its first flagship store in India in a much-anticipated launch Tuesday that highlights the company’s growing aspirations to expand in the country it also hopes to turn into a potential manufacturing hub. (AP Photo/Rafiq Maqbool)

Apple CEO Tim Cook, center, greets people during the opening of the first Apple Inc. flagship store in Mumbai, India, Tuesday, April 18, 2023. Apple Inc. opened its first flagship store in India in a much-anticipated launch Tuesday that highlights the company’s growing aspirations to expand in the country it also hopes to turn into a potential manufacturing hub. (AP Photo/Rafiq Maqbool)

Apple CEO Tim Cook waves to the dozens of people waiting outside during the opening of the first Apple Inc. flagship store in Mumbai, India, Tuesday, April 18, 2023. Apple Inc. opened its first flagship store in India in a much-anticipated launch Tuesday that highlights the company’s growing aspirations to expand in the country it also hopes to turn into a potential manufacturing hub. (AP Photo/Rafiq Maqbool)

People line up outside during the opening of the first Apple Inc. flagship store in Mumbai, India, Tuesday, April 18, 2023. Apple Inc. opened its first flagship store in India in a much-anticipated launch Tuesday that highlights the company’s growing aspirations to expand in the country it also hopes to turn into a potential manufacturing hub. (AP Photo/Rafiq Maqbool)

Apple retail employees applaud as they welcome customers during the opening of the first Apple Inc. flagship store in Mumbai, India, Tuesday, April 18, 2023. Apple Inc. opened its first flagship store in India in a much-anticipated launch Tuesday that highlights the company’s growing aspirations to expand in the country it also hopes to turn into a potential manufacturing hub. (AP Photo/Rafiq Maqbool)

Artists play music as people wait in a queue during the opening of the first Apple Inc. flagship store in Mumbai, India, Tuesday, April 18, 2023. Apple Inc. opened its first flagship store in India in a much-anticipated launch Tuesday that highlights the company’s growing aspirations to expand in the country it also hopes to turn into a potential manufacturing hub. (AP Photo/Rafiq Maqbool)

NEW DELHI (AP) — Apple Inc. opened its first flagship store in India in a much-anticipated launch Tuesday that highlights the company’s growing aspirations to expand in the country it also hopes to turn into a potential manufacturing hub .

The company’s CEO Tim Cook posed for photos with a few of the 100 or so Apple fans who had lined up outside the sprawling 20,000-square-foot store in India’s financial capital, Mumbai, its design inspired by the iconic black-and-yellow cabs unique to the city. A second store will open Thursday in the national capital, New Delhi.

“India has such a beautiful culture and an incredible energy, and we’re excited to build on our long-standing history,” Cook said in a statement earlier.

The tech giant has been operating in India for more than 25 years, selling its products through authorized retailers and the website it launched a few years ago. But regulatory hurdles and the pandemic delayed its plans to open a flagship store.

The new stores are a clear signal of the company’s commitment to invest in India, the second-largest smartphone market in the world where iPhone sales have been ticking up steadily, said Jayanth Kolla, analyst at Convergence Catalyst, a tech consultancy. The stores show “how much India matters to the present and the future of the company,” he added.

For the Cupertino, California-based company, India’s sheer size makes the market especially encouraging.

About 600 million of India’s 1.4 billion people have smartphones, “which means the market is still under-penetrated and the growth prospect is huge,” said Neil Shah, vice president of research at technology market research firm Counterpoint Research.

Between 2020 and 2022, the Silicon Valley company has gained some ground in the smartphone market in the country, going from just about 2% to capturing 6%, according to Counterpoint data.

Still, the iPhone’s hefty price tag puts it out of reach for the majority of Indians.

Instead, iPhone sales in the country have thrived among the sliver of upper-middle-class and rich Indians with disposable incomes, a segment of buyers that Shah says is rising. According to Counterpoint data, Apple has captured 65% of the “premium” smartphone market, where prices range up from 30,000 rupees ($360).

In September, Apple announced it would start making its iPhone 14 in India. The news was hailed as a win for Prime Minister Narendra Modi’s government, which has pushed for ramping up local manufacturing ever since he came to power in 2014.

Apple first began manufacturing from India in 2017 with its iPhone SE and has since continued to assemble a number of iPhone models from the country.

Most of Apple’s smartphones and tablets are assembled by contractors with factories in China, but the company started looking at potentially moving some production to Southeast Asia or other places after repeated shutdowns to fight COVID-19 disrupted its global flow of products .

“Big companies got a jolt, they realized they needed a backup strategy outside of China — they couldn’t risk another lockdown or any geopolitical rift affecting their business,” said Kolla.

Currently, India makes close to 13 million iPhones every year, up from less than 5 million three years ago, according to Counterpoint Research. This is about 6% of iPhones made globally — and only a small slice in comparison to China, which still produces around 90% of them.

Last week, India’s Commerce Minister Piyush Goyal said the government was in regular touch with Apple to support their business here and that the company had plans to have 25% of their global production come out of India in the next five years.

The challenge for Apple, according to Shah of Counterpoint, is that the raw materials are still coming from outside India so the tech company will need to either find a local supplier or bring their suppliers, based in countries like China, Japan and Taiwan, closer to drive up production.

Still, he’s optimistic this target could be met, especially with labor costs being lower in India and the government wooing companies with attractive subsidies to boost local manufacturing.

“For Apple, everything is about timing. They don’t enter a market with full flow until they feel confident about their prospects. They can see the opportunity here today — it’s a win-win situation,” Shah said.

This story corrects the spelling of the Apple CEO’s name. It is Tim Cook, not Tim Cooke.

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