MC EXCLUSIVE Apple’s deepening India ties evident in retail expansion and Make-in-India push: Deirdre O’Brien, SVP of Retail and People

deirdre, Apple SVP

Apple is stepping up its offline retail push in India with a third store opening this year—this time in Noida on December 11—signalling a deeper and more long-term bet on the world’s second largest smartphone market by volumes.

In an exclusive interaction with Moneycontrol, Deirdre O’Brien, Apple’s senior vice president of Retail and People, said the next phase of growth reflects the iPhone-maker’s sustained commitment to India, with another store slated for Mumbai next year.

The expansion, coupled with record local demand and the first-ever India-made lineup of all iPhone 17 models, underscores Apple’s ambition to make India both a major consumer market and a strategic manufacturing base.

“For the first time, all iPhone 17 models and the Air are being made in India — a reflection of our deepening relationship with the country,” O’Brien said, adding that the Noida opening comes amid a strong response to the latest iPhone series.

Edited excerpts

Apple is opening this year’s third store in India, in Noida, following launches in Pune and Bengaluru. What does this next phase of expansion signal about Apple’s long-term retail strategy in India?

We love our customers in India, and this truly is a milestone year for Apple Retail in the country. We’re thrilled to be opening our third store this year, and fifth in total — Apple Noida — and to have the chance to connect with even more communities.

Apple Retail is all about connecting customers with the best of Apple, from our strong lineup of products and services to our incredibly knowledgeable and supportive teams.

Products like iPhone and Mac are meant to be experienced in person, and our teams often share stories of customers who come in not just to shop, but to learn, explore, and discover how these products help them do their best work.

With the opening of Apple Noida, Apple Hebbal and Apple Koregaon Park this year, we look forward to creating more meaningful connections and bringing only-at-Apple experiences to more customers across India.

Apple Noida builds on the strength of our growing retail presence in India. Our five retail stores, together with Apple Store online and Apple Store app, give customers even more choice in how they shop for Apple products. Some prefer discovering our products in person, while many enjoy the convenience of exploring and shopping online. And for those who want extra support, services like Shop with a Specialist over Video and Personal Setup on apple.com offer tailored guidance whether they’re new to Apple or upgrading their devices.

Across all these touchpoints, our goal is the same: to offer a personalised, seamless, and secure way to connect with Apple.

How does the Noida launch align with Apple’s broader India strategy, particularly around local manufacturing, customer services, and your expanding retail footprint?

This opening also comes at an exciting moment for Apple in India. We’ve seen an incredible response to the latest iPhone generation, and for the first time, all iPhone 17 models and the Air are being made in India — a reflection of our deepening relationship with the country.

Just this month, we also announced the expansion of AppleCare+ service plans, introducing AppleCare+ with Theft and Loss for the latest iPhone models. Apple has been innovating and delivering exceptional products and services in India for over 25 years, building meaningful connections with customers and communities, and this next phase of growth reflects our continued commitment to India with another store opening in Mumbai next year as our retail journey expands with energy and purpose.

How does Apple decide which Indian cities are ready for a store? What metrics or consumer trends drove the choice of Noida as the next location?

At Apple, we put our customers at the center of everything we do, and we’re always thoughtful about how we show up for them. With the openings of Apple Hebbal in Bengaluru and Apple Koregaon Park in Pune in September — and Apple BKC in Mumbai and Apple Saket in Delhi in 2023 — we’re thrilled to see the incredible connections these stores have helped us build.

Each opening is guided by the same approach: finding opportunities in cities where we can create meaningful connections and experiences for customers whether they’re longtime Apple users or just starting their Apple Journey.

As an emerging commercial and lifestyle hub in North India, Noida has a vibrant community of students, creators, entrepreneurs, and technology storytellers who are eager to explore what’s possible with technology.

The opening of Apple Noida marks the next chapter in our journey in India, building on the energy and excitement we’ve seen across the country and deepening our connection with customers. Designed as a place where technology and creativity meet, Apple Noida will bring the best of Apple’s products, services, and experiences to even more people, welcoming the community and supporting customers as they explore their passions and create amazing things.

How is Apple investing in building retail talent in India—both for the Noida store and future expansion?

For Apple Noida, and for every store we open in India, we are deeply committed to developing this talent. Our values are part of everything we build here — including careers. That spirit shapes how we train, develop, and support our retail teams: building strong product knowledge, great communication skills, and the ability to truly listen to what customers need. It’s important to us that every team member feels confident supporting someone who is new to Apple just as much as someone who wants to go further with their devices.

And as Apple continues to grow in India, we’re looking for great people to join our teams.
At Apple, people are at the heart of every experience we create in retail. Our teams of Specialists, Geniuses, Creatives and Experts reflect the communities we serve. They are skilled, passionate and meticulously trained to introduce customers to the Apple products that help them do what they love in new ways, or use their creativity and technical skills to help others bring their interests to life.

India’s consumer base is diverse, with growing premium adoption but still price-sensitive segments. How does Apple Retail tailor its in-store experience and training programs to this mix?

There’s nothing quite like opening a new store, because it allows us to connect with a whole new community. That said, India is home to a wonderfully diverse customer base, and our teams are trained to meet people where they are — whether they’re exploring Apple for the first time or looking to get even more out of their devices.

Since the first two Apple stores opened in India in 2023, we’ve continued to evolve how we support customers across the country. Our retail locations, together with Apple Store online and Apple Store app, give people the flexibility to shop in the way that works best for them. We recognise that every customer journey is different — whether they start online, in-store, or move between the two, and our teams spend a lot of time understanding individual needs.

And in India, we’re doing that through unique, personalised offerings that help customers compare and find the right product, choose from a variety of financing and payment options, and get set up with their new device. We’ve expanded AppleCare+ plans in India with flexible monthly payments, making protection more affordable and accessible. India is only the second country in the world where we’ve introduced Shop with a Specialist over Video, reflecting the growing demand for more personalised ways to connect with Apple. These additions reflect our ongoing commitment to building experiences tailored to customers here.

We also love connecting with customers through Today at Apple — free educational sessions that help people learn, create, and explore what’s possible with their devices. And no matter where their journey starts, our teams are there to support them every step of the way and ensure they leave feeling confident and inspired.