Apple drums up frenzy ahead of iPhone launch

Drumming up consumer frenzy, Apple is starting its midnight sales of iPhone 6S and 6S Plus in India on Friday even though analysts are sceptical about the marketing strategy.

Besides their authorised reseller partners across the country which started pre-bookings at the beginning of the month, the midnight sales this time will have participation from Vodafone as their telecom partner. 

The company has priced the 6S at Rs 62,000 (16GB), Rs 72,000 (64GB), and Rs 82,000 (128GB). The larger-screen 6S Plus will cost Rs 72,000 (16GB), Rs 82,000 (64GB), and Rs 92,000 (128GB) respectively.

Apple’s aggressive sales strategy gained momentum when it  started midnight sales last October in India. Worldwide, it has already become established as Apple’s strategy to gain consumer enthusiasm. Authorised resellers are finding there is waning consumer enthusiasm for the midnight sales as they have received only minimal pre-booking compared with last year.

Buyers across the country are expecting that the ongoing festival season selling bonanza via eCommerce players and other stores will lead to reduced prices. They are also aggrieved that the entry model costs Rs 8,500-9,500 more than last year’s launch price.

Talking to Deccan Herald, Nayana who is working with a leading eCommerce company, said she is planning to sell her existing iPhone 5 and buy a new one. “But I am not looking for the midnight sales because online sellers will reduce the price again. I am waiting for that,” she said.

Aggressive market push
Croma, which is a first-time seller of iPhones, along with Imagine and Reliance, have to aggressively reach out to customers this time. According to analysts, leading authorised resellers of Apple in the country are forced to spend more to lure customers for pre-bookings. But during the previous year demand really outstripped supply.

Globally, Apple said it sold more than 13 million iPhone 6s and iPhone 6s Plus models in the first three days after launch, up 30 per cent from launch sales of the iPhone 6 last year and a record for the company.