April 16, 2026 11:34 pm (IST)
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We are viewing India through a global lens, says Apple CEO Tim Cook
New Delhi, May 20 (IBNS) Apple CEO Tim Cook said the company is rethinking India from a strategic point of view as he sees a bright future for Apple retail in India and he is here to learn.
"We are viewing India through a global lens," he said in an interview to NDTV.
"Not here for a quarter, we are here for a thousand years," said Cook.
Tim Cook, on his first visit to India as Apple CEO, in between meeting industrialists and celebrities and opening Apple facilities, managed to stop at Kanpur on Thursday evening to watch IPL cricket match between Gujarat Lions and Kolkata Knight Riders.
"Found cricket unbelievably exciting , you can feel so much energy there, so much enthusiasm, I loved it, I'm totally hooked on it," said Cook.
In April, when Apple posted its second quarter earnings, it was seen that Apple's iPhone sales in India were up 56 per cent from the same quarter a year ago even though its global sales reported a decline and the first revenue drop in 13 years.
On the other hand, the Indian government rejected Apple's proposal to sell refurbished phones in India and industry players expect Cook will bring up the issue during his meet with prime minister Narendra Modi.
At the interview with the NDTV, Cook outlined his plans for Apple in India and said that he is in India "to learn about the people, the culture and how businesses are done, what people are interested in and what their hopes and aspirations are."
He added, "Our profitability is materially less in India, we realise that the prices are high, we want to do things to lower that. We want the user to have all the services. At our core, we are about simplicity, we are about taking complex technology and bringing it you so that you can do things you haven't done before."
"India is a huge country and we need a multi channel approach, said Cook while talking about his India strategy. "We are not about making the most, we are about making the best. We are about thinking long term and never lowering the bar. Strongly believe the demographics and the reforms going on in India means the country has an enormously bright future. Want to be part of that."
Talking about the refurbished phone debate, Cook said automobile brands like Lexus and Mercedes have been selling certified pre-owned cars. "We have this programme in the U.S. and in most parts of the world. When they are sold, they are sold with warranty, just like a new product," he explained.
But he also pointed out some of the pain points that trouble many foreign investors in India.
"Challenge in India is the duties & the taxes and the compounding of those, said Cook at the interview.
He also said that the company is keen introduce ApplePay in India, the company's mobile pay and digital wallet service.
Talking about the encryption dispute between FBI and Apple, Cook said, "We stood up for our customers because we believed that they would want us to help secure their data."
Asked if it was a 'daunting' experience about stepping into Steve Job's shoes, Cook said on one hand he was grieving the loss of a friend and on the other hand he was thinking how to take Apple forward.
Cook also highlighted that Jobs was fond of India and his favourite film was Gandhi.
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