Apple bites back at mainstream retail

Apple bites back at mainstream retail

Following years of closely protected distribution, Apple Australia has opened its doors to mainstream retailers and welcomed boom Victorian retailer, Clive Peeters Electrical Superstores, to its exclusive channel.

Don Sparks, computer products manager at Clive Peeters, said after long negotiations it has launched iMac displays in its Braybrook, Dandenong and Ringwood stores in Melbourne. He claimed that eventually these would be expanded into full Apple retail locations.

"All our staff have been trained and we will expand the scope of Apple hardware, accessories and third party software as we come to grips with the full range of products and services we can adequately handle.

While it is not quite a return to mass merchants, huge consumer success with iMac personal computers has prompted Apple Australia to adopt a "strategy to ramp up the presence and retail access to our products," according to Apple's corporate affairs manager, Myrna Van Pelt.

Van Pelt said Clive Peeters is capable of delivering to the high standard of customer support Apple demands of its resellers. Apple Centres remain as the company's "flagship", she said, adding Clive Peeters simply extends "geographical reach", as its stores were "outside the footprint of our current resellers".

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