Many of us buy our iPhones and other Apple products at the iStore and we can all confess that the retail experience feels like something straight out of an international Apple Store. 

But here’s something surprising: iStore is exclusive to South Africa.

That got me curious. So, I engaged Chris Dodd, the iStore CEO, to learn more about the brand, its role as South Africa’s premium Apple reseller, and the work he’s doing behind the scenes.

Q. You have been leading iStore since 2017, how would you describe your personal leadership philosophy, and how has it evolved over time?

My leadership philosophy has evolved around growing my staff and empowering them to make decisions, take responsibility, and learn fast. Despite our current size (1,200 staff), we still act in many ways like a small entrepreneurial business where creativity, collaboration, and speed are key to being successful and servicing our customers. 

I’ve learned that leadership is less about having all the answers and more about creating an environment where others can grow. 

Q. This year, iStore is celebrating its 20th anniversary. What are some of the defining moments that have shaped its journey from 2005 to now?

From the early days, when iStore only sold limited Apple products like the iMac, it was challenging to convince customers to adopt new technologies like the digitisation of music and the iPod. However, several pivotal moments have shaped the company’s growth. 

The launch of the iPhone in 2007, the iPad in 2010, and the Apple Watch in 2015 added depth to the Apple offering and attracted many more customers to the ecosystem.

Other key milestones include the opening of our first store in 2005, the launch of our e-commerce platform, the pioneering of our trade-in programme, our growth in the cellular industry, our expansion into dedicated pre-owned stores, and our role in education through iSchoolAfrica. These moments have all contributed to iStore’ssuccess and shaped who we are today.

Q. Why was it important for iStore to begin accepting Android trade-ins?

We’ve always strived to also ensure we make Apple products more accessible to all South Africans. We recognised that many customers considering switching to iPhone were deterred by the perceived cost of entry. 

By accepting Android trade-ins, we lowered this barrier to entry and opened the door for many more South Africans to make the switch. 

This decision has significantly broadened our reach, bringing in first-time iPhone users who may not have engaged with us otherwise. 

Q. If Apple were to open official Apple Stores in South Africa, how do you see that impacting iStore’s position as the country’s Apple Premium Partner?  

It would definitely change the retail environment; however, iStore would continue to operate as its offering is slightly direct to Apple’s.  

Our role as Apple’s Premium Partner has always been to deliver a localised experience, through services like trade-ins, financing, training, education programmes, SME offerings, and community initiatives. This differentiation would remain our strength.

Q. How does iStore maintain the authenticity of the Apple experience in South Africa, given the absence of direct Apple retail presence? 

We identify suitable retail locations and, once secured, Apple designs the stores and supplies the shop fittings in order to make sure that every detail is aligned with Apple’s global standards. 

However, we also bring a local flavour to our store through our staff and our various offerings. This authenticity comes from blending Apple’s global excellence with our local understanding.

Q. Education seems to be a major focus for you. Can you tell us more about your partnership with iSchoolAfrica and how it’s creating real impact? 

iSchoolAfrica is one of the initiatives I’m most proud of. It equips under-resourced schools with Apple technology, but more importantly, it empowers teachers and learners with the skills to use that technology effectively. 

Over the years, we’ve seen tangible impact, including improved literacy and numeracy outcomes, learners with disabilities gaining access to tools that help them thrive, and teachers who feel empowered in their classrooms. It’s not just about technology; it’s about unlocking human potential.

Q. What’s the long-term vision for iStore’s role in South Africa’s digital education landscape?

Our vision is to ensure that as many young learners, regardless of their background, have access to world-class digital tools and the skills to use them. 

Whilst we have been very successful in partnering with private education institutions, the real work is about continuing to address South Africa’s most under-resourced environments. 

Q. With over 40 retail locations and a strong online presence, what is the strategy for growing the iStore footprint further in the next five years? 

We will continue to expand our physical presence in under-resourced areas whilst strengthening our omnichannel experience in order to make Apple products more accessible to all South Africans. 

We are also exploring new retail formats, dedicated pre-owned stores, and service offerings to bring Apple closer to more people. 

During 2026, many of our stores will be upgraded to Apple Premium Partner (APP) stores. APP’s are an all-new Apple design that makes our customers’ shopping experience that much easier. 

The space is much more conducive to doing more complex transactions. It has been designed so that customers can have a much deeper engagement with our staff in a relaxed, comfortable environment.

Q. The circular economy and sustainability are increasingly important how is iStore innovating in this space beyond trade-ins?

Sustainability is core to our strategy. Our trade-in programme extends the lifecycle of devices, giving customers the best value for upgrades while ensuring pre-owned iPhones reach new users affordably. We also run recycling initiatives to responsibly dispose of electronic waste. 

Q. What advice would you give to young South Africans who aspire to lead in the tech and retail sectors.  

This is such an exciting space to be in due to the rapidly changing environment and technology enhancements. Stay up to date with the evolving technology as there is an abundance of opportunities for the right people.

I think what I look forward to is the stores that will be upgraded to Apple Premium Partner (APP) stores. I’d like to learn more about the “complex” transactions that require the revamping of stores.