iStore, a leading Apple retailer in South Africa, is set to expand its network of pre-owned stores as part of its strategy to make Apple products more accessible to a broader customer base. The retailer currently operates 42 stores across the country and sees significant growth potential in its pre-owned business, which has become a key part of its affordability strategy. This move is expected to cater to consumers across different income levels and stages of the upgrade cycle.
iStore South Africa CEO Chris Dodd said the company plans to open additional pre-owned outlets before the end of the year, driven by growing demand for refurbished devices. The pre-owned business has become central to iStore's strategy, offering customers a range of refurbished Apple products at lower prices. This approach not only supports affordability but also contributes to a growing circular economy by extending device lifespans and reducing electronic waste.
The retailer currently operates four dedicated pre-owned stores, selling devices that have been traded in, refurbished, repaired where necessary, and certified for resale. These stores offer customers a range of refurbished Apple products, including older-generation devices that remain available from Apple. By providing multiple entry points into the Apple ecosystem, iStore aims to attract a wider customer base and increase sales.
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. The company views many pre-owned customers as future buyers of newer and more expensive Apple products.
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. According to Dodd, about a quarter of iStore sales during peak trading periods are typically linked to a trade-in. This programme has been instrumental in driving sales and encouraging customers to upgrade to newer devices.
Recent sales trends for the new iPhone 18 range suggest that consumers remain willing to spend on premium devices when affordability mechanisms such as trade-ins are available. Dodd said 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.
iStore's store expansion strategy is focused 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. With its broader store expansion strategy and growing pre-owned business, iStore is well-positioned to make Apple products more accessible to a wider customer base in South Africa.
Key points
- iStore plans to open additional pre-owned stores in South Africa to cater to growing demand for refurbished Apple products.
- The retailer's pre-owned business has become a key part of its affordability strategy, offering customers a range of refurbished devices at lower prices.
- iStore's growth strategy is focused on creating multiple entry points into the Apple ecosystem through trade-ins, refurbished devices, and a broader product range.
