New channel strategy

The introduction of inexpensive laser printing and new software would create a new opportunity in Desktop Publishing. For Apple, creating visibility and mindshare in the UK market was difficult because most channel members preferred to sell IBM PC clones.

Peter Davies created the AppleCentre concept to provide both dedicated space and dedicated people to selling Apple Computers.

  • Researched successful Apple retailers to understand trends
  • Created a channel investment plan that encouraged more visibility for Apple in the UK
  • Commissioned a new retail design for the stores
  • Approved locations and business plans for retailers
  • Created 52 outlets in just over two years, and generated 62% of Apple UK’s revenues through these retail stores