Inside iStore's intimate 20th anniversary celebration
iStore celebrated 20 years of transforming South African tech retail and lives—growing from a small Apple reseller to 41 stores, 1,200 staff, and a legacy of innovation, education, and community impact.
The orange glow of Sandton's sunset painted the perfect backdrop as iStore's most loyal supporters gathered on the second floor of their flagship Sandton Drive store. Against spectacular views of the city's skyline, a violin and saxophone duet serenaded an intimate celebration that felt more like a reunion than a corporate milestone.
Twenty years after opening South Africa's first Apple Premium Reseller at the V&A Waterfront, iStore chose to celebrate this milestone at their Sandton Drive flagship – the store that transformed them from startup to destination retailer.
From a handful to 1,200 employees strong
“If you think back to 2005, people weren't that familiar with technology and how to use it and how to get the most out of it,” reflects the company's CEO Chris Dodd, who has witnessed every milestone since the beginning.
Back then, Apple's lineup was simple: iMacs and iPods. The iPhone, iPad, and Apple Watch were still years away. Digital music was a foreign concept to most South Africans
“It was a handful of people and we were very basic retail. You didn't have all the systems and the processes and the people to do everything. It was a very entrepreneurial business where everyone kind of gets involved in everything,” he explained.
Today, iStore operates 41 stores with 1,200 staff members, serving customers who often own multiple Apple devices that work seamlessly together.
Beyond the sales floor
But perhaps the most powerful moment of the evening came when the conversation turned to iStore's community impact through their iSchool Africa initiative and customer experience journey.
The education program has produced equally transformative stories. One student's life trajectory completely changed through one of their programmes, and they went on to pursue filmmaking. “It completely opens up their world with possibilities,” CEO Chris Dodd noted with pride.
Recent partnerships with sports heroes Siya Kolisi and Cheslin Kolbe continue this tradition of providing students with tools and opportunities that change lives.
The celebration continues
As the evening wound down, one thing was clear: this wasn't just about celebrating 20 years of retail success. It was about honouring a company that made technology accessible, changed lives through education, and somehow maintained its startup soul even as it grew into South Africa's premier tech destination.
And based on the energy of the evening, surrounded by spectacular views and the sound of celebration, the next 20 years promise to be just as transformative.
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