Buyers in India looking for a new Apple iMac desktop, MacBook laptops, and Mac Mini PCs can choose the configure-to-order option and customise the hardware configuration and get pre-loaded software based on their specific workload and requirements before buying them.
Configure-to-order or build-to-order has existed in the Western markets like the US for some time now, especially after Apple started making computers and laptops so high-end, it seemed like borderline insane for average buyers.
However, the configure-to-order option is not available online as of now as Apple is yet to launch its online store in India. Customers will have to visit one of Apple’s authorised retail stores to thrash out what they want and how much it will cost them, after which it will take around 4 weeks for the system to be ready for pickup.
Option to configure PCs as per a customer’s specific requirement isn’t new and Dell and other brands have had such offers before. The option to customise Apple PCs is available to customers in the US.
According to Prabhu Ram, Head- Industry intelligence Group (IIG) at CMR, “Apple’s move to offer customization in India on its Mac portfolio is a significant move that fits well within its overall strategic expansion plans in the country. By offering customers the freedom and choice to configure their own Mac, Apple is able to build on its aspirational appeal and, in doing so, will be able to drive sales.”
Though customers looking for these tweaks will have to go to a retail stores, this would change when Apple’s online store goes live in India.
After the relaxation of lockdown, laptops have seen a sharp uptake for remote working and learning. PC vendor Asus has recovered more than 90% of its national sales as compared to pre-COVID 19 phase. Xiaomi is entering India PC market with Mi notebooks in June.