Apple has announced a revamp of its channel strategy for the US that will make life easier for Apple-only resellers, but stands to alienate multivendor dealers.
Apple specialists are to be offered better incentives and higher levels of soft-dollar margins if 70 per cent of their CPU business is Apple-only.
Generalised mass merchandise resellers are to get unspecified marketing benefits.
Graham Mackie, MD of Fraser Associates, an Apple/multivendor reseller in the UK, said: 'No business could succeed on an Apple-only strategy.
They will establish elitism in niche markets which doesn't work in the broad-based PC market."
Frank O'Mahoney, an Apple representative, claimed the company's strategy is balanced and helps Apple specialists and mass market resellers.
He said Apple aims to improve resellers' access to products through its distribution network. 'We want to discourage resellers from buying direct from Apple and to buy from wholesalers instead.'
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