Apple's long-term growth strategy under CEO Tim Cook has increasingly centered on India, moving beyond its traditional third-party sales model to establish a robust direct presence. What was once primarily a developing market for Apple has rapidly evolved into a critical component of its global business, encompassing both a significant retail footprint and a burgeoning manufacturing base.
Expanding Retail Footprint Across India
The anticipation surrounding Apple's direct retail presence in India culminated in April 2023 with the grand openings of its first two company-owned stores: Apple BKC in Mumbai and Apple Saket in Delhi. Tim Cook himself traveled to India for these landmark events, underscoring the strategic importance of the market. This move marked a significant departure from years of reliance solely on authorized resellers, allowing customers to experience and purchase products directly from Apple-operated outlets.
Since these initial openings, Apple's retail network in India has seen swift expansion. The company now boasts six stores across the country, with additional locations established in Bengaluru, Pune, Noida, and a second Mumbai store in Borivali. This rapid retail growth has coincided with a sharp increase in Apple's overall business in the region, a trend frequently highlighted by Cook during investor earnings calls.
India as a Global Manufacturing Hub
Parallel to its retail expansion, Apple has significantly ramped up its manufacturing operations in India. The country has become an integral part of Apple's global supply chain, now assembling approximately 25% of all iPhones worldwide. In 2025 alone, an estimated 55 million units were produced within India. Major manufacturing partners, including Foxconn, Tata Electronics, and Pegatron, are key players in this growing production ecosystem.
A Strategic Shift for Long-Term Global Ambition
The establishment of Apple's six stores and its substantial investment in manufacturing are not isolated initiatives but rather integral parts of a much broader India strategy. Under Tim Cook's leadership, India has transitioned from a market with no Apple-owned stores into a pivotal location for the company's future growth across sales, services, and production. This comprehensive approach firmly positions India as a pillar of Apple's long-term global ambitions, extending its influence well beyond the iPhone.