Apple has shifted its strategy to launch the iPhone 5 in India and started to utilize distributors to promote its device, reports The WSJ.

Due to strict regulations, Apple is unable to sell its iPhone via branded stored and so it has been using Indian telecom providers to reach customers. For the iPhone 5, the company decided to use the local operations of larger distributors.

The Cupertino, Calif. company has recently tied up the local operations of Ingram Micro Inc., a large U.S.-based distributor of technology, and Redington (India) Ltd., a local distributor with 12,000 smaller partners across the country, the person said. Redington confirmed that it has added iPhones to the list of Apple products it is selling in India. A spokeswoman for Ingram Micro wasn’t immediately available for a comment. Apple declined to comment.

The move may not increase profits; however, it should increase market share. Notably, the iPhone 5 did launch to long lines and much ado as can be seen in the videos below.