Apple, the technology giant known for its innovative products and cutting-edge designs, has been experiencing a slowdown in sales in recent years. While the company still dominates the high-end smartphone market, its growth has been slowing down in both the US and China. In an effort to revive sales, Apple is setting its sights on emerging markets such as India and Africa, where it hopes to find new customers and growth opportunities.

India, in particular, has become a key market for Apple. With a population of over 1.3 billion people, India is one of the largest smartphone markets in the world. However, due to its relatively low per capita income, it is also a highly price-sensitive market. To cater to this market, Apple has been working on reducing the cost of its iPhones, making them more affordable to the average Indian consumer.

One of the ways in which Apple is trying to reduce the cost of its products is by assembling them in India. Currently, Apple assembles some of its older models in India, but it is now looking to expand its local manufacturing operations to include its latest models. By doing so, Apple can avoid the high import duties imposed by the Indian government on finished products, which can make its products prohibitively expensive for many Indians.

In addition to manufacturing its products locally, Apple is also investing in India’s digital infrastructure. In 2020, the company launched its first online store in India, making it easier for customers to buy Apple products online. Apple has also been working with Indian telecom companies to improve the quality and coverage of their networks, which will make it easier for Indians to access Apple’s products and services.

Apple’s efforts in India seem to be paying off. In the fourth quarter of 2020, Apple’s sales in India grew by over 100%, making it the company’s best quarter ever in the country. While the company still has a long way to go to catch up with market leaders Samsung and Xiaomi, its recent growth is a positive sign for the company.

Apple is also focusing on Africa, another emerging market with huge growth potential. Africa is home to over 1.3 billion people, and smartphone penetration in the region is still relatively low, with just 34% of the population owning a smartphone. This presents a significant growth opportunity for companies like Apple.

However, Africa presents its own unique challenges. The continent is vast and diverse, with over 54 countries and multiple languages spoken. Infrastructure is also an issue in many parts of the continent, making it difficult to deliver products and services to customers. In addition, price sensitivity is also a major factor in Africa, with many consumers unable to afford high-end products like Apple’s iPhones.

To overcome these challenges, Apple is taking a localized approach to its operations in Africa. The company is partnering with local businesses and entrepreneurs to develop products and services that are tailored to the needs and preferences of African consumers. For example, in Nigeria, Apple has partnered with a local fintech company to enable Apple Pay transactions on Nigerian bank cards.

In addition, Apple is also investing in digital education initiatives in Africa. In 2019, the company launched its “Everyone Can Code” program in South Africa, which aims to teach coding skills to students from disadvantaged backgrounds. By investing in digital education, Apple is not only helping to create a new generation of tech-savvy Africans, but it is also building brand loyalty and goodwill in the region.

While Apple’s efforts in emerging markets like India and Africa are promising, the company still faces significant challenges. Competition from local brands and companies like Samsung and Xiaomi is fierce, and price sensitivity remains a major issue in these markets.