According to Times of India (TOI), Apple's stronger push into India is making waves. Veering away from the typical strategy of relying on carrier deals to sell the device, Apple is also undertaking an "extensive" marketing and ad campaign in the region.
One analyst noted that the move is akin to what Apple did in China: study the culture for a number of years and than simply appear one day, out of the blue.
Redington which handles the a large part of Apple's iPhone sales in India -- about 70 percent, according to TOI -- reported better than expected iPhone metrics in its latest quarter. Shipments totaled just over Rs 400 crore with Apple also reimbursing the company for the full cost of newspaper advertisements.
IDC estimates that sales of Apple's iPhone has improved three to four times over the last three months, due in part to an open distribution model which includes Redington and Ingram Micro (NYSE: IM).