Michel Coulomb, the new head of Apple’s Indian wing, will replace the strategy of his predecessor and go back to the older methods, reported The Economic Times.

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According to the report, Coulomb will dismantle Sanjay Kaul’s sales strategy with an organised distribution structure for iPhones, iPads and Mac computers. This will mean that consumers will not get Apple products at discounted rates from now on.

The reason behind the change is the feeling that the old policy diluted the brand value of Apple, said the report.

“The earlier ‘open distribution’ strategy at Apple India had created a lot of discontent amongst its offline trade partners, since the distributors would often indulge in wholesaling to achieve targets leading to rampant deep discounting online and fluctuation in prices almost every day…So much so, Apple was even considered as a discounted brand. The new country head is pulling the plug after reviewing the scenario,” a senior executive was quoted saying in the report.

In addition, the report said that Apple will sell its products directly to large retailers and online partners, through its new distribution centre Apple set up at Bhiwandi near Mumbai.