Apple reseller refuses to ‘lie down’ to vendor

Apple’s announcement that it is finalising plans to build its first official retail stores in Australia, with at least one set for Sydney, comes as no surprise to Apple store owner Ben Morgan.

He said the vendor’s announcement has been in the works for the past five years, but Morgan is determined to see his Bondi-based Apple retail store, Academy Store, won’t be affected too much by the new Apple retail store.

“I believe it’s all going to come down to customer loyalty. There’s a whole heap of businesses in the Apple channel and competition will become fiercer than ever,” said Morgan.

While there is a deal of uncertainty about doing business in Apple channel, Morgan said he is not about to “lie back down” to the vendor just because “Apple wants to have a go at the retail channel in Australia”.

Morgan said he has been preparing his store for sometime and has built a range of services on top selling Apple products.

“Apple has been doing what we are doing. Hopefully we will find some middle ground with the vendor and it will all be healthy competition, rather then a bloodbath,” said Morgan.