Apple to launch iPhone 8, 8 Plus in India at 6 pm on September 29

KOLKATA: Apple is advancing the time of its India launch for the iPhone 8 and iPhone 8 Plus to 6 pm on September 29 to ensure the widest possible sales window, moving away from its practice of starting the sale of new devices at midnight or late evening as in the past two years.

India will get the new phones a week after they go on sale in the US. The company is working to ensure the new iPhones, watch and Apple TV are available on September 29 in India at more than 10,000 retailers, making it the company’s biggest launch in India, said two senior industry executives. They said Apple is targeting over 50 per cent growth in sales in the launch period over last year.

The executives said Apple will roll out an advertising campaign covering airport, digital, radio and print to build the buzz starting with digital on its website, Facebook, Twitter and Instagram from September 18. The consumer launch event will take place in leading malls on September 29 in nine cities including the National Capital Region, Mumbai, Bengaluru, Kolkata, Chennai, Pune and Hyderabad, they said.

Pre-bookings will start on September 22 in India and there will be a special launch day cashback offer for consumers using Citibank cards that will ensure India pricing matches that in the US, the executives said. This includes a cashback ofRs 10,000 on the new iPhone 8 and 8 Plus and Rs 15,000 for consumers who are buying a new iPhone and Watch Series 3 together.

Supply Strategy
Apple is also trying to ensure that there is no shortage of stock by mapping retailers where maximum launch sales took place in the last few years such as the exclusive stores and large chains. It will supply more inventory to these stores while stock will be replenished for other retailers based on actual sales, the executives said. All retailers will have to sign an agreement that they will start sales only after 6 pm on September 29.

“Company officials have indicated they will increase the number of inshop promotions during the launch phase and are extremely bullish about a positive response considering this year the new iPhone will get the full festive season benefit of both Dussehra and Diwali unlike just Diwali in earlier years,” said one executive.

Apple India last Saturday organised a national trade meet in New Delhi where country head Sanjay Kaul and senior officials shared these details with leading retail partners.



In response to a detailed email, an Apple India spokesperson said keeping in mind the customer excitement, India is among the top markets to get the iPhone 8 and iPhone 8 Plus a week after the US. “This is the earliest iPhone has ever been available for customers in India,” he said.

Apple India will launch the new iPhone 8 and iPhone 8 Plus in 64GB and 256GB models starting from Rs 64,000. The new watches will sell at Rs 29,900 and Rs 31,900.

The iPhone X will be launched in India at the same time as other big markets including the US on November 3 and priced upwards of Rs 89,000.

Apple has also told the trade that after the new launches, the iPhone 5s and iPhone 7Plus will be discontinued. The range will run from the iPhone SE (32 GB and 128 GB) starting at Rs 26,000, iPhone 6 32GB at Rs 29,500, iPhone 6S (32 GB and 128 GB) starting at Rs 40,000 to iPhone 7 (32 GB and 128 GB) from Rs 49,000 besides the new models.