Apple is reportedly preparing to launch its payment service, Apple Pay, in India as part of its broader strategy to expand in the world’s second-most populous country. The move marks another step in the company’s push to strengthen its presence in a market of 1.4 billion people with a rapidly growing middle class.
Although Apple’s smartphone market share in India remains relatively small compared to low-cost Android devices, the company has been steadily increasing its footprint through expanded manufacturing and retail operations. Apple currently holds around 10% of India’s smartphone sales, leaving significant room for further growth.
Apple Pay Likely to Support UPI
Apple Pay in India is expected to support the government-backed Unified Payments Interface (UPI), along with card-based payments. UPI dominates India’s digital payments ecosystem, allowing users to instantly transfer money and pay bills.
The National Payments Corporation of India (NPCI), which operates UPI, did not respond to requests for comment. The Times of India had earlier reported on Apple’s India payment plans.
If launched, Apple Pay would enter a highly competitive market that includes global players such as Google Pay (owned by Alphabet Inc.), Walmart-controlled PhonePe, and Amazon, alongside domestic platforms like Paytm.
Growing Digital Payments Market
India is one of the fastest-growing digital payments markets globally, supported by more than 750 million smartphone users and affordable mobile data. The Reserve Bank of India recently introduced rules permitting biometric authentication—such as fingerprint and facial recognition—for digital payments, moving beyond the earlier reliance on one-time passwords sent via SMS.
Apple Pay uses Face ID or Touch ID to authorize transactions, enabling tap-to-pay payments in stores, online purchases, and in-app transactions.
The expansion into India’s payments ecosystem could boost demand for Apple hardware, as Apple Pay is integrated into iPhones, Apple Watches, iPads, and Macs. The company typically earns a small commission on Apple Pay transactions.
Manufacturing and Retail Expansion
India has also become a key manufacturing base for Apple. The company is increasing iPhone production in the country, exporting devices to the United States as part of its strategy to diversify manufacturing beyond China. This shift has helped mitigate the impact of U.S. tariffs on Chinese goods.
At the same time, Apple is expanding its retail presence in India. The company recently opened its sixth retail store in Mumbai. Chief Executive Officer Tim Cook has repeatedly highlighted India as a fast-growing market and a critical driver of Apple’s future growth.
