Apple’s Strategic Play in India: The iPhone 16e and Its Market Challenge

Apple’s latest unveiling of the iPhone 16e sparks interesting conversations about affordability and technological innovation in one of the world’s most dynamic smartphone markets. With the iPhone 16e standing as the most cost-effective member of the iPhone 16 lineup, Apple sets its sights on attracting aspirational buyers while navigating a competitive landscape dominated by previous-generation models.

Positioned as a direct successor to both the iPhone SE and the iPhone 14, the iPhone 16e is designed to appeal to emerging market segments, particularly in India. Despite its lower price point—starting around 59,900 Indian rupees (roughly US$689)—the challenge is steep. Indian consumers maintain a strong loyalty toward older models such as the iPhone 15 and iPhone 13, which continue to command a significant share of the market. In fact, shipment data shows that nearly two-thirds of iPhone volumes in India come from previous-generation models, underscoring a persistent consumer inertia