When Apple announced that iPhone will be assembled in Bengaluru, India, the general consensus was that iPhone will reach a broader audience by tapping into the local market. But India is a tricky place; especially when it comes to the iPhone.

Smartphones that are trying to capture the market with latest sprucing up of amazing interfaces have an unlikely competitor: feature phones. One might argue that feature phones have become ancient in today’s mobile market. However, a surge in the sale of simple handsets and small screens is increasingly becoming a threat to Apple, who, unlike Samsung, relies on its iconic line of one single product.

According to statistics, Africa’s demand for feature phone has increased 32% over a year while a decline in the demand of smartphone has been witnessed.

Why would there be a surge in feature phones?

Price is one of the main factors responsible for the surge in sale of feature phones. The average rate of a mobile phone has increased astoundingly to $256 while the price of feature phone has been slumped to $19. For a consumer in a developing market, the popular choice remains obvious.

Battery is crucial; smartphones prove it. New smartphones cannot ensure the longevity of battery life that feature phones do. While smartphones have to be charged multiple times a day, a feature phone will last longer, much longer. For someone who relies on important day to day interactions, battery life is an important factor.

“Apple’s decision on initial manufacturing in Bengaluru has further enhanced the reputation of Bengaluru as the most preferred destination for foreign investment and further validation of the State Government Policies aimed at fostering manufacturing, innovation and investments in Karnataka,” said the IT department.