Gadget store Switch says Pinoy consumers attracted to Apple brand

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Seizing on the opportunities brought about by the ascendancy of the Apple brand, local Apple reseller Switch recently opened its 14th retail shop in the country at the Robinsons Place Mall in Las Pi?as City.

The newly opened Switch store in Robinsons Las Pinas
The newly opened Switch store in Robinsons Las Pinas

Switch, which is one of the only five accredited Apple resellers in the country, is marking its 8th year in the tech industry which is now characterized by intense competition, particularly in the smartphone business.

But, Switch president Ben Loo said the profit margins offered by premium-priced Apple products are still attractive for businessmen like him who used to distribute and sell various PC brands.

?Owning an Apple product is a status symbol for us, so consumers tend to gravitate towards Apple,? Loo said during the opening of the Switch store in Robinsons Las Pinas.

Switch president Ben Loo
Switch president Ben Loo

The businessman said it also helps that Apple has policy for its local partners not to cannibalize each other by locating in different locations.

He said Apple?s HQ makes it a point to allow only one Apple store in one location or mall. In the case of Switch, it has put up its shop in malls and areas where there are no existing Apple shops yet.

?We?ve opened most of our stores in locations mostly outside of Metro Manila because most of our customers do not want to go to Manila just to buy or have their units repaired,? Loo said, noting that their first outlet was just a small kiosk in Alabang Town Center in Muntinlupa City.

Overall, Loo said business is thriving primarily because Apple is at the height of its popularity and the local economy is flourishing as well.

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