Customers in India may now have to pay more for buying older iPhones. Apple has decided to stop giving retailers demand generation (DG) support or incentives on older models like iPhone 15 and 16, which could increase prices by up to ₹5,000. According to MoneyControl market experts, this decision could be implemented this week. Recently, cashback offers were reduced from ₹6,000 to ₹1,000, which made the iPhone 17 series more expensive, and now older models’ prices will also increase. What is Demand Generation Support? According to market sources, Demand Generation or DG support is an incentive that brands give to retailers and channel partners, allowing them to increase demand by offering discounts to customers. Phones were available cheaper through this support without changing the MRP. Now with the support ending, retailers won’t be able to offer the same discounts as before and customers’ final bills will increase. Last chance to buy at lower prices today No impact on iPhone 17 series prices According to sources, DG support removal is only for older models and there will be no change in iPhone 17 lineup prices. According to experts, Apple has not increased the MRP of its flagship series, while other companies have increased prices. Samsung, Vivo other Android phones also more expensive Not just Apple but Samsung, Oppo, Vivo, Realme, Xiaomi, Motorola and Nothing brands have increased prices since November. Many models also became expensive in March. According to companies, input costs have increased due to higher memory and storage prices. To maintain profits, many companies have cut sales targets by up to 20%. Why are phone prices increasing? Component Cost: Increase in chipset and storage prices. Incentive Cuts: Apple withdrew retail discount funds. Currency Value: Costs increased due to rupee weakness against dollar. According to experts, even though prices are increasing, most iPhones in India are purchased through EMI. A ₹5,000 increase won’t significantly impact monthly EMI, so chances of a major drop in demand are low. Smartphone market challenges in 2026 According to International Data Corporation (IDC), 2026 will be volatile for the Indian smartphone sector. Supply chain issues, rupee volatility and rising component prices will increase pressure. It is estimated that total smartphone shipments may decline by 12-15% this year, while Apple’s portfolio is expected to see 5-6% growth.
