Last month, CRN revealed that Apple was planning to create a Premium tier of UK partners based on their willingness to operate from retail outlets in high-profile locations, such as high streets (CRN, 24 July).
On Saturday, MCC will open an outlet in Chester, Cheshire. It will resell the full Apple product line of Macs and iPods. MCC will also offer in-store demonstrations and end-user training from the outlet.
Scott Brenchley, store manager at MCC, said in a statement: “We are thrilled to be opening a new store in Chester. We will always have experts on hand to help.”
Ben Konopinski, operations director at Apple VAR LuxTech, told CRN that Apple’s creation of a Premium VAR tier is an attempt to increase the vendor’s presence through cost-cutting.
“We don’t have any display windows or stands because we are office-based,” he said “This has counted against us in attempts to get Apple accreditation. Premium VARs will struggle to make sales and many customers may use them only as a touchy-feely store before buying online.”
CRN understands that more Premium VARs will be unveiled in the coming months.
Apple refused to comment at the time of going to press.
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