Older iPhones to get costlier by ₹5,000 in India. (Image credit – Apple)
Buying older iPhones in India is set to become more expensive as Apple plans to withdraw its demand generation (DG) support for retailers and channel partners this week. This move is expected to push the effective price of popular models like the iPhone 16 and iPhone 15 higher by around ₹5,000. Here are more details.
According to a recent Money Control report, Apple is planning to withdraw DG support, which is a backend incentive used by brands to help retailers offer discounts.
The withdrawal of DG support will reportedly impact the final price consumers pay. Until now, this support has allowed sellers to reduce prices without officially changing the maximum retail price (MRP), making devices more attractive to buyers.
Retailers will no longer be able to offer the same level of discounts once this incentive is removed. As a result, even though the official MRP remains unchanged, customers can expect to pay more for these devices.
According to market sources, the change is expected to take effect almost immediately. Some retailers have indicated that the current day could be the last chance for buyers to purchase these iPhones at discounted, DG-backed prices.
“Once removed, buyers may have to shell out roughly Rs 5,000 more for the same devices—particularly impacting those who were waiting for price drops on slightly older models,” a retailer told Moneycontrol on the condition of anonymity.
Notably, Apple has also significantly reduced cashback offers. The company had slashed cashback benefits from ₹6,000 to just ₹1,000, which had already made its latest lineup including the iPhone 17, relatively more expensive for Indian consumers.
iPhone 16 and 16 Plus. (Image credit – Apple)
Industry insiders have clarified that the withdrawal of DG support does not apply to the latest iPhone 17 lineup and is limited to older or sustaining models like the iPhone 15 and iPhone 16.
“There is no change in MRP and any discount changes, which is what DG is, are always at Apple’s discretion,” another source said. “Apple hasn’t increased prices of its flagships, unlike most other competitors.”
Apple’s decision aligns with a wider trend in the smartphone industry as several brands have been increasing prices in recent months. Companies like Samsung, Oppo, Vivo, Realme, Xiaomi, Motorola, and Nothing have also raised prices across various models since November, with hikes continuing into March.
These price increases are often attributed to rising component costs, particularly for memory and storage. In response, many smartphone makers have reduced their sales volume targets by up to 20 percent and are now focusing more on value growth rather than aggressive shipment expansion to maintain profitability.
Answer. Apple is withdrawing its demand generation (DG) support, a backend incentive that allowed retailers to offer discounts without changing the official MRP. With this support gone, buyers will have to pay around ₹5,000 more for models like the iPhone 15 and iPhone 16.
Answer. No, the withdrawal of DG support applies only to older or sustaining models such as the iPhone 15 and iPhone 16. The iPhone 17 lineup remains unaffected.
Answer. Customers may need to spend roughly ₹5,000 extra on models like the iPhone 15 and iPhone 16, since retailers will no longer be able to offer DG-backed discounts. This change takes effect immediately, making current discounted prices the last chance for buyers.
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