Apple Gets Rid of AppleCentre Brand in Australia

As it has done in Europe recently, Apple has begun asking Australian AppleCentre outlets to develop their own brand names by Jan. 31, 2007. The retail stores can also apply for a new Apple Premium Partner certification, which is based on traffic flow, signage, customer training, and post-sales experience. Premium partners will be included in Appleis corporate marketing campaigns, according to a CRN article.

Tim Kleemann, director of Apple reseller NextByte, told the Web site: "Iive seen the new signage and marketing materials around the Premium accreditation and it looks fine. I like the training requirement [for Premium partners] as itis an opportunity to differentiate ourselves [from Authorised resellers]."