Indie to take a bite out of Apple

SimplyFixIt plans to take on Apple with new Edinburgh store

Independent computer repair firm SimplyFixIt has opened up a new store just yards from where Apple is planning to set up its flagship Edinburgh premises.

The company is hoping to benefit from Apple’s customers by offering cut-price repairs on its products.

SimplyFixIt’s regional manager Scott Wilkinson selected the store after hearing the news that Apple was planning to open a store at a former Burger King site.

“We picked Waverley Steps when we heard Apple were coming here. It was a no-brainer really,” commented Wilkinson.

Adverts for staff were posted on Apple’s website, saying the firm had some new opportunities appearing in the city. SimplyFixIt saw this as an opportunity for itself and decided to open up a store on Apple’s soon-to-be doorstep in a bid to tap into the potential repairs that Apple customers may require.

The firm will offer services such as replacing smashed screens and fixing liquid damage to iPads and iPhones, all at a fraction of the cost of replacing them via Apple.

“Our staff are all Apple certified technicians that specialise in repairs and we’ll do it while you wait. A lot of people don’t want their iPhones or Macs sent away or replaced because they need them and don’t want to lose what’s on there.”

Apple has been tight-lipped about its plans for the new store, however it posted job adverts for 13 positions back in April.

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