Apple India Slammed Over ‘Discriminatory’ Cashback Offers On iPhone 15 Models: Here’s What They Said

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Retailers in India are not happy with Apple's strategy for iPhone pricing.

Retailers in India are not happy with Apple’s strategy for iPhone pricing.

Apple has decided to offer higher discounts to the iPhone 15 models from its own stores in India which has irked the small retailers.

The latest iPhone 15 series continues to remain one of the best-selling premium smartphones by Apple. In terms of its performance, camera capabilities, and vivid display among other features, the models have been quite popular for both professional and personal purposes. While the latest iPhone 15 models remain in high demand, the All India Mobile Retailers Association (AIMRA) has slammed the company over its “discriminatory” cashback offers.

AIMRA which is said to represent over 1,50,000 mobile phone retailers in India has accused Apple of engaging in anti-competitive practices with its iPhone 15 Pro and iPhone 15 Pro Max cashback offers, which favours large retailers over smaller ones.

According to a report by Financial Express, Apple has allowed its own store as well as large retailers to offer cashback of up to Rs 10,000 on its 15 Pro and 15 Pro Max models, while smaller retail channels are allowed to offer only Rs 3,000 cashback on the same models.

AIMRA writes letter to Apple India over ‘discriminatory’ cashback offers

In a letter to Ashish Chowdhary, Managing Director, Apple India, Navneet Pathak, national joint secretary at AMIRA highlighted the matter, stating that it poses a significant risk of loss in sales for retail channels. It also raised concerns about unfair competition, further emphasising that such actions would make customers lose trust in small retailers.

Stressing the need for fair competition and trust in retail, AIMRA has also asked the iPhone maker to resolve the cashback offer quickly in order to ensure all the retailers are treated equally and not give rise to unhealthy competition in the market.

“This is purely an anti-competitive move favouring few…This discrepancy not only poses a significant risk of loss in sales for the retail channels but also raises concerns of unfair competition. Such actions undermine the trust and confidence we have diligently built with our customers over time,” the letter read.

It is pertinent to note that the iPhone 15 series was launched in September last year for the global market. While the iPhone 15 is priced at Rs 79,900, the iPhone 15 Plus starts at Rs 89,900, the iPhone 15 Pro starts at Rs 1,34,900, and the iPhone 15 Pro Max is priced at Rs 1,59,900.

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