Tim Cook will step down as CEO to become executive chairman while John Ternus will be the new CEO of Apple.
Tim Cook and John Ternus at Apple Park, Source: Apple
There has been a significant evolution of Apple’s presence in India under the leadership of Tim Cook. What initially began as a high-potential sales market due to huge total addresseable market (TAM) has now transformed into one of Apple’s most strategic geographies, both from a demand and supply chain perspective.
India as a Key Growth Market
During Tim Cook’s tenure, iPhone has expanded its market share to over 9% in the Indian smartphone market as of 2025 per the SAG. At a time when several developed markets are kind of nearing saturation, India has emerged as a critical growth driver for Apple. The combination of rising premiumization, increasing disposable income, and a growing aspirational consumer base has supported this expansion.
From Assembly of SE to Full Portfolio and AirPods
India’s importance is not limited to sales alone. It has rapidly evolved into a key manufacturing hub within Apple’s global supply chain.
Local iPhone assembly began in 2017 with a single model, the iPhone SE. Over the years, this expanded to include mainstream iPhone models. More recently, Apple has started manufacturing Pro variants in India as well, with production timelines now closely aligned with China.
This progression highlights a broader shift, not just incremental expansion, but a strategic move toward supply chain diversification and resilience.
Export Engine Gaining Momentum
The scale of this transformation is clearly reflected in export performance. In 2024, iPhone assembling in India was close to 13-14% of the global iPhone shipment, it increased to close to around 23% in 2025. SAG is going to publish smartphone and iPhone manufacturing report in the following months so stay tuned to the platform. In 2025, smartphones became one of India’s top export categories with value of around $30 billion and Apple contributing around $23 billion in it.
Beyond iPhones, Apple has also expanded the manufacturing and export of TWS AirPods from India. This indicates a deeper commitment to building a multi-product manufacturing ecosystem, rather than limiting operations to a single flagship category.
Navigating Geopolitical and Regulatory Pressures
Apple’s India strategy has also evolved amid increasing geopolitical complexities. In 2025, the company faced tariff tensions and regulatory pressures, particularly around localization and supply chain alignment.
Despite these challenges, Tim Cook remained firmly supportive of expanding manufacturing in India. At the same time, Apple balanced its global priorities by advancing supply chain investments in the United States. This dual approach helped the company navigate policy expectations while maintaining operational flexibility.
The Road Ahead
Apple’s journey in India reflects a clear transition, from market entry to strategic integration. India is no longer just a growth market for iPhones; it is becoming a cornerstone of Apple’s global manufacturing and export strategy.
As Apple continues to scale both demand and production in the country, India’s role is expected to deepen further, driven by supply chain diversification, policy support, and long-term market potential.