New Apple Centre in Brisbane

New Apple Centre in Brisbane

Apple reseller chain, Mac1, has opened its third Apple Centre in Brisbane, bringing its national total of Mac stores to six. The New Farm store, opened by Apple Australia MD, Tony King, last Thursday, is on the site of the old Choice Connection Mac store.

Mac1 purchased the business in May from Optus World dealer, Paul Chu, and completely refurbished the shop in keeping with the surrounding “upmarket” New Farm shopping precinct, managing director, Garry Green, said.

The renovations included expanding the showroom floorspace to 100 cubic metres, he said.

The multimedia showroom includes two high end projection systems.

Green said the emphasis of the multimedia displays was on education rather than a hard sales pitch: “We’re in the business of informing and educating people about what computers can do for them.”

Mac1’s expansion in shop numbers echoes the growth of rival Mac chain, Next Byte, which recently opened its 13th shop in Balmain, Sydney.

Commenting on the growing number of Apple resellers, Green agreed that the possibility of diluting Apple’s value proposition across too many retail locations did need to be considered.

While it was potentially a concern if the vendor was “adding resellers without growing the pie,” Green said he believed Apple was aware that “the market is only so large.”

But Green said that Mac 1’s success in growing to a reseller chain with a turnover of more than $20m a year had meant that Apple gave the company “a fair hearing” when raising such concerns.

While Next Byte and Infinite Systems were the main resellers already present in Brisbane, Green said Mac1’s New Farm store had a competitive advantage: “We’re the only Apple Centre in Brisbane with accreditation across all three of the retail, education and Apple solutions experts solutions.”

While Mac1’s Apple Centre stores were consumer-focused, Green said the chain was also seeing success in the corporate space. “We’ve put more than 350 machinies into the Australian National University in the past 6 months,” he said. Mac1 also had installations in the ATO and the National Gallery.

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