Apple last week launched its new partner programme, in a move one analyst said may improve negative sentiment towards it in the channel.
The fruity vendor has lifted the veil on the Apple Partner Network as it targets further growth in the enterprise space.
UK partners that have already confirmed their top-tier Apple Premium Business Partner/Apple Premium Education status in the new scheme include Computacenter and Jigsaw24.
Before, they were known as Apple Enterprise Resellers.
Apple has also refreshed its Apple Consultants Network for partners who support businesses with technical advisory services. Partners here will now either be branded as Apple Technical Partners or Apple Premium Technical Partners.
“Not always the best vendor to work with”
As demonstrated by its status as both TD Synnex and Ingram Micro’s largest vendor, Apple has one of the widest channel footprints of any vendor.
Apple generated 12% and 16% of the broadline distribution duo’s revenues in their latest annual periods, respectively (ahead of HP in both cases).
And yet the Cupertino-based outfit’s reputation for inflexibility, premium price, consumer focus and limited ecosystem play mean it hasn’t always been seen as the best vendor to work with among partners, according to Futurum analyst Alex Smith.
Lucas Acosta, Founder and CEO of newly accredited, US-based ‘Apple Technical Partner’ Foojee, said he was “glad” Apple had rebranded its partner network.
“I much prefer the feeling of being an ‘Apple Partner’,” Acosta wrote in a LinkedIn post, adding that this makes it “much easier to understand from the outside”.
Insight is among the global resellers that has been quick to trumpet news of its Apple Premium Business Partner status.
“Apple devices – Mac, iPad, iPhone, and now Apple Vision Pro – are increasingly the preferred choice for organisations that value security, user experience, and innovation,” wrote Prashant Singh, Vice President – Interim Leader for Partner Alliances, Procurement & Renewals, Insight.
Computacenter announced that it is now an Apple Premium Business Partner not only in the UK, but also the US, Belgium, France, Germany, Switzerland and The Netherlands, as well as an Apple Premium Education Partner in Germany.
“This designation means we meet Apple’s high standards for knowledge and service delivery to help you get the most out of Apple technology in your organisation,” it stated.
OneCom was among the UK partners to announce it had secured Apple Business Partner status, meanwhile.
“This designation means we have met Apple’s high standards for knowledge and service delivery to help you get the most out of Apple technology in your organisation,” it wrote.
“Perhaps it will improve the sentiment”
According to analyst Canalys, Apple increased its share of the global PC market to 9.4% in Q2 as its 21.3% annual growth during the quarter topped the 7.4% growth of the wider market.
But with Apple’s overall growth falling to around 6%, the fruit-based vendor needs to activate the “potentially lucrative engine” of commercial, Futurum’s Smith asserted.
“It won’t be a standing start. A latest The Futurum Group survey showed that 29% of partners seen Apple as a strategic vendor,” wrote Smith, who is VP & Practice Lead, Ecosystems, Channels & Marketplaces at the research house.
“Apple has put tons of volume through the channel over the years, especially with broadline distribution. They are an important vendor to the partner community. But they haven’t always been the best to work with, according to many conversations over the years. Perhaps the new programme will improve that sentiment.”
