Apple has found a man he feels can end his problems in one of his fastest growing markets.
On November 13th, a Macedonian manufacturer set Ashish Chovdhari for its new chapter from India. He will join the company in January 2019, the company confirmed Kuartz.
Chovdhari comes to Apple from a Finnish phone manufacturer, Nokia, where he spent 15 years in various capacities. Beginning as India in India in 2003, he rose to the ranks and is currently serving as a customer service chief, not looking at the sale and operations of Nokia Netvork on a global scale.
Nokia confirmed its release to the The Economist Times, saying: "Chovdhari will continue to run customer affairs and remain a member of the Nokia team leader by the end of 2018. He will then leave Nokia to take the lead in another company."
The 53-year-old has a degree in mathematics from the University of Delhi and a masters degree in computer science at the Emory University in Atlanta, USA. She also holds an MBA from the prestigious Vharton School of the University of Pennsylvania, Philadelphia.
The Nokia veteran, who lives in Delhi, takes a rope from Michel Coulomb, a French citizen who has been with Apple since 2003. Coulomb served as Apple's director for South Asia since 2016, before assuming additional operations in India last December. This move was prompted by Sanjay Kaul's resignation after six years of Apple's leading company in India.
"As he knows India and is in Nokia, Chovdhari brings the taste of local countries that he understands better than anyone from the outside," said Navy Singh, Assistant Director of the International Data Corporation (IDC).
Cumulatively, Chovdhari spent a quarter of Apple's experience in the telecommunications industry, which is now struggling for sales growth in the country.
During Kaul's mandate, Apple went almost without paying any attention to Indian users in order to increase efforts to make the second world smartphone market the next growth threshold. Coulomb's year at the helm was the rolling of rolling wagon varieties for Apple with lots of drops and insufficiently high.
Cupertino-based behemoth lost control of Indians who liked Android, while smartphone market share halved to just over 1% in the first half of 2018. In the meantime, rival China's leading OnePlus was moving ahead.
After Kaul, three other key leaders left India. In recent times, despite the decline in rupiah's value against the dollar, India's total business, which includes the sale of iPhones, iPads, Apple watches and MacBooka, was "flat" in September.
The unbearable and inaccessibility of Apple's products continues to be troubling: Newer models of the iPhone with dangerous high-priced brands have a high customs duty of 20%. In addition to the relatively unsuccessful iPhone SE, there was no effort in producing a device in the country to reduce costs. Despite securing a license almost two years ago in January 2016, there is no single word about setting up stores to increase its thin physical presence.
In recovery mode
However, lately, Apple has begun to clean up its process to avoid value instead of quantity, experts say.
It tried to reduce costs by consolidating distribution channels and reducing the number of retail partners. Also, popular models of the third and fourth generation of the iPhone in the price of $ 300 in order to increase the average selling price are abolished.
"Under previous management, it was to get volumes and allow markets to discover the price. Nearly two-thirds of sales came from older models, diluted by a brand like Apple," said IDC Singh. "Chovdhari will increase price discipline and channel discipline in the last six months."