Designing an experience is never an easy task but Apple manages to do it again and again, be it in way of products or its retail strategy. Today, Apple’s first retail store opens in Mumbai. It’s a moment the tech giant has been waiting for years. Located at Jio World Drive Mall, all eyes are on the store. It’s also a sign that nothing can replace the experience of buying a product from a store and having a conversation with the people running the store.
“At Apple, our mission is to enrich lives and empower people around the world,” said Tim Cook, Apple’s CEO. “India has such a beautiful culture and an incredible energy, and we’re excited to build on our long-standing history — supporting our customers, investing in local communities, and working together to build a better future with innovations that serve humanity.”
Walking into Apple BKC before the official launch was a dream come true. Even a few years ago, while visiting the company’s iconic store in San Francisco, one only hoped that something similar would come up in India. It’s important to remember that Apple stores are offering digital experiences, not just products.
“Since we opened our Apple Store online in India, we have been able to create meaningful connections with customers all across the country. Now we can take the connection even further with the opening of Apple BKC and our other store in Delhi (opens on April 20),” said Deirdre O’Brien, Apple’s senior vice-president of Retail + People. She added: “At Apple we put the customer at the centre of everything we do. Our products and services enable them to pursue their passions. One of the things we are most proud of is that this store is one of our most sustainable stores. The other thing important to us is inclusion. We work hard to make sure everyone truly feels welcome.”
Meaningful conversations
Products will come and they will get replaced by newer versions. What Apple is focussing on is how customers get the maximum out of its products. Sure, you can buy an iPad but you can then come up with projects involving AR. Or take the example of the MacBook. Many are confused about what to buy — the Air version or Pro. The Apple Store has Specialists who help customers make decisions.
“We want people to buy what makes sense to them. And I think what our Specialists do so well is they go through a discovery (process). Sometimes we have customers who just want the best of everything. When the Specialists start talking to them, they get a better sense of what they want. I think that’s why customers trust us so much. We want to get the right products for them, especially students from an education standpoint, or what people are going to use a device for, whether it’s creative arts, whether it’s just for email and staying connected. So the training that our Specialists go through is really significant,” said Wendy Beckman, senior market director, EMEIA, Apple Retail.
Apple retail stores indeed offer a lesson for other retailers — the energy of the people running an Apple store makes the shop come to life. Here, there are 100 team members and almost 50 per cent of the team, including leadership, is female. They speak over 25 languages, 18 of which are Indian languages. And these are creative people.
Apple has been quietly making meaningful moves globally and in India. According to the company, India’s vibrant community of app developers now supports more than one million jobs. A testament to the tremendous growth of developers in India, App Store payouts to developers in the country have more than tripled since 2018. At the iOS App Design and Development Accelerator in Bengaluru, Apple works one-on-one with developers to help take their apps from good to great. Since 2017, the accelerator has hosted sessions for more than 15,000 developers, enabling them to build on their ideas and bring cutting-edge apps to the market.
Capturing the vibe of the city
Though plans for the retail stores have been there for several years, in 2020 the company launched its online store in India, which has brought heaps of success. And at some point, online and offline experiences meet.
“I think it’s (about) meeting the customer where they’re at. I think the online store has reach. With Mumbai and Delhi, we have Apple pickup. So buy online, and pick up in-store whenever it’s convenient. And a lot of our customers really like that and want that, because then they might unbox it here. And we can get them (devices) up and running. Sometimes people aren’t very comfortable just getting it shipped, and they want more support. So I think it will complement each other. It’s really about meeting the customer where they are,” said Beckman.
You can come into the store and walk out with the latest from Apple. And you will be spoilt for choice when it comes to device options, colours and even covers for iPhones. The store couldn’t have come at a better time in India. At the moment the premium segment is taking off and most people are buying Apple products because of the support the company offers. And, of course, the privacy Apple devices offer remains unmatched.
Apple began manufacturing the iPhone in India in 2017, and since then, the company has worked with suppliers to assemble iPhone models and produce a growing number of components. It’s a story that continues to grow.
What’s equally interesting is the way Apple captures the essence of the cities they are opening the stores in. We have seen Apple BKC and it has Mumbai written all over it, in way of creatives, the music that’s played and so on. The ‘Today at Apple’ series ‘Mumbai Rising’ at Apple BKC is worth checking out.
“Mumbai Rising is a really good example of that, especially here… being able to curate local artistes and creatives. I think that’s just the beginning. We’ll continue to do that; we’ll look for ways that make sense from a local community standpoint, and what people want,” said Beckman.
The evergreen romantic film An Affair To Remember made the idea of meeting on top of the Empire State Building popular and it was emphasised in the film Sleepless in Seattle. It wouldn’t be surprising if youngsters start saying: “Meet me at Apple BKC.” It’s the next chapter of Apple’s love story with India.
Apple Specialists are always there to help customers
You can buy all Apple products from its retail stores and in various colours
Another view of the interiors of Apple BKC
All your favourite iPhone options are available
There is a section dedicated to Apple Arcade gaming
Deirdre O’Brien, Apple’s senior vice-president of Retail + People
Wendy Beckman, senior market director, EMEIA, Apple Retail
Apple Watch on display at Apple BKC