Apple may send Netflix (NFLX) back to the drawing board in India. Netflix’s India strategy has long struggled to see success. As the Wall Street Journal reported in June, competitors such as Amazon (AMZN) and Disney have mostly subdued Netflix in India. However, Netflix recently began to try to compete aggressively in the country.

In July, for instance, it introduced a cheaper plan that costs 199 rupees ($2.80) per month for Indian customers. With that move, Netflix narrowed the pricing gap with rivals Amazon Prime Video and Disney-owned Hotstar, both of which cost less than $2 per month.