Apple launched a first-time online store in India which went to live today. Apple store has run a first-party retail network in the country. The sale of iPhones and other Apple products took place through third-party distributors like Flipkart and Amazon. With the web store, Apple customers in India can engrave specific products in six Indian languages, and English. Also, the store allows its user to customise the Mac computers as per their requirements, a service that Apple hasn’t been able to bring in the Indian market so far. Moreover, the Apple Store will also offer specialised support for Apple products in both Hindi and English. Apple’s newest products, including the Apple Watch SE and Apple Watch Series 6, are also being sold through the store.

“One thing we’ve learned is when we enter the market with Apple Retail, all boats rise,” said Deirdre O’Brien, Senior Vice President of Retail and People at app apple, last week. “It creates tremendous interest in our products, which are available on our online store and through our network of trusted resellers, allowing us to connect with our customers where they are. As of today, Apple Store Online is selling a wide range of Apple products,” she added.

Launching its online store should allow Apple more control over the retail experience, something the company is known for globally. According to industry estimates, Apple owns only about 2% market share in the Indian market right now. However, the company has gained from supply issues faced by its competition in India in the quarter ended June this year. The International Data Corporation (IDC), noted that Apple’s market share in the premium segment rose from 48.8 per cent last year to 41.2 per cent this year.