Apple's India Push Under Tim Cook: A Legacy of Growth and Diversification

Tim Cook's 15-year tenure as Apple CEO saw significant growth in revenues and market value, but his legacy extends beyond financial metrics. One of the few major bets he made entirely during his tenure was investing in India.

India emerged as a key market for Apple under Cook's leadership. The country's growth drivers included Apple's strengthened distribution network, which expanded to six company-owned stores after the opening of its first two outlets in 2023. Additionally, Apple supported financing options through partnerships with banks, making devices more accessible to consumers.

Apple is not a major player by volume in India, but it leads in value, accounting for approximately 28% of the smartphone market. Demand for iPhones in the country comes mainly from previous-generation models sold at lower prices and backed by financing schemes and discounts.

The shift towards manufacturing in India was also significant under Cook's leadership. He met with Prime Minister Narendra Modi in 2016 to discuss local production, and Apple began assembling the iPhone SE at a contract facility in Bengaluru the following year. By 2025, India produced an estimated 55 million iPhones annually, roughly a quarter of global output.