A few words on Apple's behalf

I read with interest a viewpoint by an anonymous Apple dealer prompted by your coverage of Apple's move to launch a Web-based sales site store.apple.com in the US (PC Dealer, 19 November). The article raised issues about Apple's commitment to our UK channel, whether we were going direct and whether we may be losing faith in our dealers. I would like to address the key points raised.

It is no secret that Apple is undergoing change. In a little over four months, under the invigorating leadership of Apple CEO Steve Jobs, we have redefined Apple's market strengths in education and digital content creation, entered into a constructive partnership with Microsoft, appointed a new board of directors made up of IT industry heavyweights, and streamlined our internal organisation. We have also redefined our operating system strategy, delivered Mac OS 8 on time and launched a new product range that includes the fastest desktops and notebooks available today.

Our goal is to recreate a successful, profitable Apple by serving the needs of our customers. We will achieve this by working with channel partners who have the ability to change with us and capitalise on the strengths we, collectively, bring to the market.

So if you are an Apple dealer with skills to offer customers in the areas of education and digital content creation, and provide a high-quality service to all Mac customers, we want to partner with you - because we have a bright future together.

On 10 November, Apple made a number of significant announcements that demonstrated a new direction for our business. The key to them all was the announcement of a new generation of Macs, based on the PowerPC G3 processor, which are more powerful by far than their Pentium-based equivalents. These Macs are built to a standard architecture that lowers costs and allows us to offer build-to-order systems (which are being built in our Cork factory for the US market).

By spring, Apple will offer Web-based sales to customers in Europe, as well as the ability to buy build-to-order systems. More importantly, we will continue to develop a channel of AppleCentres and dealers offering specialist knowledge and services that our customers value - and which provide a profitable business model. The aim is to create a balanced channel, serving distinct customer groups and capitalising on the unique benefits Apple offers IT consumers.

The key question for any channel is: does it service its customer base and add value? In the UK, Apple has established significant partnerships with dealers through the Apple Publishing Alliance and the Apple Education Alliance, which have developed centres of excellence, serving the needs of our key markets. Our flagship AppleCentres and active dealers have been attracting customers to experience the new Mac - a combination of Mac OS 8 and our current hardware - and the results have been encouraging.

So what are we seeking to achieve? Simple. A knowledgeable channel, focused on delivering superb service in sectors of the economy that are predicted to show significant growth in IT expenditure. We are not moving to direct sales, but customer-directed sales.

All our efforts are aimed at supporting our committed partners, whatever their channel status, and irrespective of how they source their stock. We know that our loyal channel is critical to the success of Apple in the UK.

AppleCentres will continue to be our premier channel, supplemented by partners with the skills to address our key customer audiences. And we will continue to support these partners with the highest co-marketing spend in the company's history.

This week my colleagues reminded me that I've been with Apple for 10 years. What has changed? Everything. What has stayed the same? One fundamental thing - if you don't deliver the products and service the customer demands, you will fail. That is the challenge that all of us must continually address.

Apple is taking bold steps to bring itself back to profitability and re-energise the Mac platform. And a strong channel, focused on the customer, will always be key to achieving that success.

Jon Molyneux is Managing Director of Apple UK Eire and South Africa.