The VAR is opening its flagship 95sq m Apple store in Bath at the end of September, as part of the criteria to become an APR.
Mark Hooper, managing director at Farpoint, told CRN that the VAR has worked its way up from being an authorised Apple dealer.
“We have invested a considerable amount of money in becoming a Premium Reseller,” he said. “Part of the criteria to reach the status was opening a store with demo suites, the latest Apple kit and places where customers can chat directly with fully Apple trained staff. We want to grow considerably, by at least 50 per cent with the store opening.”
Apple appointed MCC as its first APR last month (CRN, 7 August). It has two other VARs – Western and KLCS – which are refitting shops to fulfil the necessary APR criteria. Apple said it is hoping to eventually transform all of its current Apple Centre resellers into APRs.
Hooper said the increased competition will be good for the market. “We live in a competitive market, but the more Apple brand awareness out there the better for all of us,” he said. “Apple has direct stores in the US and doing the same here would help increase end-user awareness.”
Ben Konopinski, operations director at Apple reseller LuxTech, said: “Increased awareness is a good thing, but I don’t think Apple needs any more resellers or APRs. While it might increase brand awareness for Apple, this won’t necessarily translate into sales for resellers. There is a big up-front cost in opening these stores, and the resellers have to try to recoup this cost.”
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