iStore, a leading Apple retailer in South Africa, is set to expand its retail footprint and network of dedicated pre-owned stores. The company currently operates 42 stores across the country, with plans to open additional pre-owned outlets before the end of the year. This move is part of iStore's strategy to make Apple products more accessible to a broader customer base, particularly through pre-owned iPhones.
The pre-owned business has become a key part of iStore's affordability strategy, with refurbished devices emerging as an important entry point for aspirational consumers. iStore South Africa CEO Chris Dodd stated that the company plans to open a few more pre-owned stores this year, with more to come in the future. The pre-owned stores sell devices that have been traded in, refurbished, repaired, and certified for resale.
iStore's store expansion strategy focuses on taking outlets beyond traditional metropolitan locations and placing them closer to consumers in regional shopping centres. The company now has stores in every province except the Northern Cape, where it is still searching for a suitable location. Dodd mentioned that iStore started in the most obvious places and is now branching out to more locations.
The company's approach is to offer the broadest possible Apple product range, including older-generation devices that remain available from Apple, alongside refurbished products sold through its pre-owned stores. This strategy aims to cater to consumers across different income levels and stages of the upgrade cycle. The pre-owned business has become central to this strategy, allowing iStore to maximise trade-in value offered to customers.
The growth of the pre-owned business is closely tied to iStore's trade-in programme, which offers up to R25,000 for qualifying smartphones traded in towards a new purchase. Dodd stated that about a quarter of iStore sales during peak trading periods are typically linked to a trade-in. Smartphone replacement cycles are typically between two and three years, with mobile operators now financing devices over 36-month contracts.
Recent sales trends for the new iPhone 18 range suggest consumers remain willing to spend on premium devices when affordability mechanisms such as trade-ins are available. Dodd mentioned that demand for Apple's latest smartphone range has been strong, particularly at the higher end of the market, with early pre-orders indicating robust interest. However, iStore's growth strategy is no longer driven solely by new product launches.
Instead, the retailer is focused on creating multiple entry points into the Apple ecosystem through trade-ins, refurbished devices, a broader product range, and a wider physical footprint. Dodd emphasised that iStore aims to make everything accessible through affordability options, physical stores, and making it closer to people. The pre-owned model also supports a growing circular economy by extending device lifespans and reducing electronic waste.
Key points
- iStore plans to open additional pre-owned stores in South Africa to make Apple products more accessible to a wider customer base.
- The pre-owned business has become a key part of iStore's affordability strategy, with refurbished devices emerging as an important entry point for aspirational consumers.
- iStore's growth strategy focuses on creating multiple entry points into the Apple ecosystem through trade-ins, refurbished devices, and a broader product range.
