New Delhi, Sept. 5 -- Even as India's $45-billion smartphone economy is in the throes of a long-drawn slowdown, Apple and Samsung logged over 20% year-on-year (y-o-y) sales growth in the June quarter-compared to 7% y-o-y for the overall smartphone industry-powered by rising demand for the most expensive premium devices in the country that are priced three to four times the market average.

The secret sauce appears to be an expansion of brick-and-mortar stores-swanky setups, 'immersive' experiences, premium hi-tech smartphones (think foldable), advanced AI-led features that ask for physical touch and feel, and brand-trained consultants - to pull away from the slump.

This week, Apple opened two new flagship outlets in Bengaluru and Pune - ...