Why iPhones sell more online?

Sales of Apple's iPhones in brick-and-mortar stores have crashed by half since June, prompting them to whittle down or even halt the sale of the devices, after the US handset maker eased controls on pricing, giving online retailers more room to offer discounts. Apple decided in April to free up distribution and not control trade margins and the final consumer price of iPhones in any retail channel as it sought to double sales this financial year to 2 million units. This led to the phone being offered at deep discounts on Amazon, Snapdeal and Flipkart, among others. "iPhone is currently the most abused smartphone online when it comes to pricing, with Apple completely relaxing trade norms and discipline," said Subhash Chandra, managing director of Bengaluru-based Sangeetha Mobiles, which runs 250-plus stores. "While all retailers are suffering, several smaller shops have completely stopped selling iPhones since they have to face consumer backlash on lower online pr...