Westcoast: APR status vital to Mac success

Distributor lauds opportunities in the Apple market, but warns on price misconceptions
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Westcoast has said that becoming an Apple Authorised Reseller is crucial to the success of any reseller looking to diversify into the Mac channel.

Speaking to PCR, sales and marketing director Alex Tatham said that there were plenty of opportunities for resellers in the market, but that simply 'dipping their toes' in would only hurt them.

"I would strongly advise against dipping your toes into the Mac market. If you are interested, then becoming authorised by Apple is vital, otherwise you won't receive the discounts that your rivals will, and you'll be out competed on price.

He added that there was a misconception amongst some parts of the reseller community that you could slap a larger margin on Apple products and they would still sell. "Apple's customers are willing to spend more on the same product category, but that doesn't extend to individual products. They are still just as likely to look for the cheapest deals as their PC using brethren are."

You can read PCR's look at the Apple market by clicking here.



Mutual success

Whether it's to see a band publicly praised for an album you've said crucified the competition, or to simply watch the full extent of a once unswervingly po-faced actress reduced to eyebrow-raising levels of unbridled blubbering after being presented with an glistening Oscar ? everyone likes to watch an awards ceremony.