Reuters Apple has failed to crack the Indian smartphone market, languishing behind Chinese brands with less than a 2% share of the market. During a family visit to India, I noticed Apple doesn't have much retail or advertising presence and that it mostly advertises the "cheaper" iPhone XR. The iPhone XR is still too expensive for most Indians, and iPhones overall cost more to buy in India than in other countries. CEO Tim Cook seems to be trying to replicate Apple's Chinese strategy in India, which has a completely different economic landscape. Apple seems unwilling to offer a range of phones at different prices to appeal to a wider audience, and it's lost the world's second-biggest market as a result. Apple is going very wrong in India. In the UK, the iPhone has around 50% market share and Apple is a household name in the West.