As Apple Searches for Country Leader to Handle its Nigerian Business, is the Company Finally Set to Launch its Low-cost iPhones?

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The logo of the US multinational technology company Apple is on display on the facade of an Apple store in Brussels, on February 8, 2018. / AFP PHOTO / Emmanuel DUNAND (Photo credit should read EMMANUEL DUNAND/AFP/Getty Images)

In a fashion similar to that of most tech companies, Apple has indicated it might be establishing its first base in Africa very soon. The smartphone maker made this indication when it posted a job opening on its website calling for applications for Country Manager for Nigeria.

This means Apple will be hiring its first member of staff in Nigeria and Africa. This will also likely lead to the establishment of other roles.

Why is Apple hiring a Country Leader in Nigeria?

According to the job description, the Country Leader would be saddled with responsibilities in sales and business development. This culminates in establishing and expanding more of Apple’s line of products in the country.

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Apple is known for its high-end phones

Of course, Nigeria’s size makes it a prime target for businesses offering consumer products. The smartphone company announced that it would be launching a line of low-cost products in February. Thus, this may be one step in that direction.

Activities in recent times show that Apple has tried to paint a picture of its presence in Africa. In 2018, the tech company shared that it was hiring an app store manager in Johannesburg, and as far back as 2015 had set up offices in South Africa.

However, an infographic from 2018 that depicted the countries where Apple had offices completely failed to show any from Africa. This indicated that Apple had zero presence in Africa, as opposed to Google and other companies with growing presence and corresponding market shares on the continent.

Is Apple Finally Set to Launch its Low-cost iPhones in Africa?

Apple stocks dip amid coronavirus pandemic

Amidst coronavirus concerns, Apple’s stock has dipped 9.36% year-to-year. This may have made it more expedient for Apple to obtain more market share in other markets, particularly in android-dominated spaces like Africa.

From the iPhone, to Smartwatches and other products, the tech company’s products are high priced. As such, it has had to compete for market share with other high-performing yet less-expensive android versions that have more market share.

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Mara X smartphone during the launch by Rwanda’s Mara Group in Kigali, Rwanda October 7, 2019. REUTERS/Jean Bizimana

Sources claimed that the low-end phones are part of Apple’s plans to reach a wider swath of the global smartphone market ahead of its 5G mobile phones launch this year.

All of these – the low-end phones, the target of a larger swath of the global smartphone market, and the recent opening for a country leader role in Nigeria, point to the fact that Apple wants to pay some more attention to its market share in Africa, and Nigeria is a good place to start.


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