Apple ready to appoint its first Premium VARs

But only resellers that will operate retail outlets in desired locations will be considered

Apple is gearing up to appoint its first Premium-level partners in September, CRN has learned.

However, although it is unclear how many partners will be awarded Premium-level status, it is believed that the vendor may give the status only to partners that are willing to operate retail outlets in high-profile locations.

The vendor is understood to have unveiled the Apple Premium Reseller Programme to a select number of its VARs at the flagship the Apple Regent Street store in London last month.

Garett Doyle, managing director of Apple reseller Rapid Solutions, told CRN he believed that the Premium Reseller Programme will replace the vendor’s Apple Centres, which was a term for partners that did not have high-profile retail outlets, but did have a solid Apple resale focus.

“I think September will be about the right time for the appointment of the first Premium partners,” he said. “Resellers that are willing to open stores in high-profile locations, or that already have them, will be awarded the Premium status.”

Keith Coleman, managing director of Apple VAR Western, mirrored Doyle’s comments. He also told CRN that Apple required resellers to submit geographic details of their retail outlets to be considered for the Premium level.

“We are going through the process of filling in the forms to become an Apple Premium reseller, something that is due to launch in September,” he said.

“I’ve been encouraged [by Apple] not to open locations in certain parts of the country. If you want to become a Premium reseller, then it’s probable you will be made one only if you have a high-profile sales location.”

Russell Lux, managing director of Apple VAR LuxTech, told CRN: “Getting a store in the right location is a potential moneymaker, and we may be interested in doing that.”

Apple refused to comment as CRN went to press.