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20 Years of iStore: How a Tech Retailer Redefined Innovation and Customer Experience
From classrooms to communities, and from groundbreaking services to digital-first shopping, iStore's two-decade journey has redefined what it means to put people at the heart of technology.
For two decades, iStore has been more than just a retailer. From the first day doors were opened at the V&A Waterfront in Cape Town, in 2005, iStore set out to do something bigger than simply sell Apple products. The retailer set out to make technology more accessible, more affordable, and more impactful for South Africans.
Since then, that single store has grown into a nationwide footprint and premium brand that prides itself on being at the centre of innovation and customer experience. iStore quickly expanded, opening new locations in Menlyn and Clearwater by 2006, and not long after, became the home of South Africa's very first iPhone launch.
However, these were not just product launches; they were milestones that brought South Africans closer to the innovative tools that can inspire creativity, learning, and communication.
Innovation with Purpose
The iStore has always been about more than products. The retailer has also placed a focus on empowering communities and customers. In 2009, iStore partnered with iSchoolAfrica to bring Apple technology and products to underserviced schools across the country, a partnership that continues to this day. Similar initiatives followed, from iPhoneography, which encouraged creativity through mobile photography, to the school projects by Springbok players, Siya Kolisi and Cheslin Kolbe, that made a direct impact in local communities.
At the same time, iStore maintained its goal of finding new ways to add value for everyday customers. From trade-in programmes and same-day authorised repairs, to click-and-collect services and one-hour deliveries. iStore has consistently asked: how can we make the Apple experience easier, smarter, and more convenient? Partnerships with FNB and Discovery even set global benchmarks for how technology and innovation could be made more affordable and rewarding.
New opportunities soon followed. In 2009, iStore launched its online store, expanding access beyond physical locations. When the pandemic struck, virtual events like iStore Meets provided customers with ways to stay connected, inspired, and learning, even during challenging times. By 2025, the introduction of the iStore app offered yet another convenient channel for customers to shop, track purchases, and engage more deeply with their favourite products.
From Launch to Legacy
Today, iStore is recognised as South Africa's home of all things Apple. But beyond the products, it represents relationships built over years, trust earned through commitment to consistent service, and experiences that exceed expectations. From students walking out with their very first MacBook, to entrepreneurs using Apple technology to grow their businesses, iStore has been there as a partner in their journeys.
Twenty years later, that story is still being written. iStore continues to evolve, finding new ways to make Apple more accessible, to add real value, and to make a meaningful impact. The products will always change with the times, but the one thing that will never change is the customer-first spirit that has defined iStore's past two decades, and will carry it into the future.
Watch the full story here: iStore Turns 20 — More Access. More Value. More Than Just Devices.
