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Du launches Apple shop-in-shop concept

UAE telco teams up with Cupertino iTitan on ‘regional first’

The shops will be housed within du stores across the UAE and rolled out in phases.
The shops will be housed within du stores across the UAE and rolled out in phases.

The UAE's number-two telcom operator du today announced it has partnered with Apple Inc to open Apple-branded stores inside the telco's own retail outlets.

While Apple maintains several authorised resellers in the UAE for its range of smartphones, tablets and other consumer electronics products, du's shop-in-shop concept will mark the first time a branded Apple store has been launched in the Middle East.

The shops will be housed within du stores across the UAE and rolled out in phases. They will initially offer only iPhones and iPads, but will eventually be selling Apple's entire product range. The stores will be staffed by Apple-trained specialists and will be authorised to offer special promotions.

"Telecom retail experience in the UAE will not be the same again following our collaboration with Apple," said Maher Murad, vice president, Retail Sales, du.

"This initiative is an exciting one for us, as it demonstrates our commitment to customer satisfaction by continually improving their retail experience."