A report from India today points to Himanshu Chakrawarti, CEO at The Mobile Store, India's largest mobility devices retail chain stating that Apple now wants to challenge Samsung in the tablet space like it's doing in premium smartphone space. The "iPad Mini is expected to be the game changer for Apple in the Indian tablet market space the way iPhone 4 has been able to bring newer consumers, which early this year even prompted the company to re-launch this globally defunct model in India.
Chakrawarti added that "The buyback offer has made the iPad Mini much more affordable and at par with the entry tablet models of Samsung and other multinational brands and matches the price of top-end portfolio of the Indian brands.
Having grown sales by more than 35% since February when the US firm rolled out a buyback scheme for the entry-level iPad Mini model, iPad has become Apple's second largest selling product in India after iPhone, beating the MacBook computers, three trade partners of Apple told ET.
The aggressive promotion of iPad Mini is akin to what Apple did with iPhone 4 a year ago, which instantly cemented the brand as the second largest in the Indian smartphone market by value.
This is the first major sales promotion for the tablet business by Apple in India after it merged the iPad team and operations with the iPhone team led by veteran telecom executive Sanjay Kaul.
Until the promotion, Apple had been a distant second brand in the Indian tablet market by value after Samsung. Samsung had around 60% value share in the tablet market, followed by Apple at around 18% share and Micromax at around 5%. The promotion is going to dramatically alter Apple's market position in India.