With rivalry between the notoriously competitive Apple dealers intensifying, Apple Centre Taylor Square is set to open its own service centre.
While many in the channel are doing it tough, the Taylor Square team remains confident it will be able to capitalise on market opportunities and aggressively go after the customer base of its competitors.
"We are looking forward to the challenges over the next six months," declared operations director Ben Morgan. "If there are further store closures in the Sydney CBD, I do not think it would be a loss to the channel. It would open up fresh avenues for growth."
However, Morgan warned that competition between Apple dealers must not jeopardise Apple's branding in the customer's eyes.
"In the eyes of the consumer we are an Apple chain, but with the level of inter-store back-stabbing we have currently we are no longer being perceived as united Apple stores."
The store reported strong results for the last quarter, exceeding sales targets by more than $200,000, according to Morgan.
"What this proves is that we can achieve our targets and customers continue to buy from us," he said. "Our focus is stabilising the customer channel by showing that we are committed to them."
The Apple retailer joins Tyche Digital and AWA Technology Services in providing maintenance and network service on Apple products in Sydney.
"We also wanted to address issues such as making sure the centre is well positioned in the design community so customers don't have to travel distances," Morgan explained. "We are pushing the envelope on customer service - not just paying lip service."
Plans are also afoot to open new stores and this week will see a promotions day being held - the iDay - to showcase the Mac OS X 10.1 platform and its implementations in the business arena.
"Customers can come down and have a play with the software on the new systems, such as Office and iMovie, and talk to professionals who currently use the system. It is also a day to advertise the store and showcase what we have to offer."