The one store that made Apple cool in South Africa
From its first V&A Waterfront store in 2005 to 41 locations nationwide, iStore has spent 20 years transforming South Africa’s tech culture
When that first store opened at the V&A Waterfront in 2005, few could have predicted its impact. At iStore’s 20th anniversary celebration on 6 August at Sandton Drive, the journey from single store to cultural phenomenon took centre stage, revealing how one company made Apple products an essential part of South African life.
The story behind this transformation started with a single store at the V&A Waterfront in 2005. What began as an ambitious dream to bring Apple’s premium experience to South African consumers has evolved into something much bigger – a network that’s changed how we think about tech retail entirely.
From one store to nationwide impact
Back in 2006, when the brand officially became iStore with locations at Menlyn and Clearwater, few could predict what was coming. By 2008, the Sandton Drive flagship wasn’t just selling gadgets, it was creating an experience.
The proof is in the firsts: iStore brought the iPad 2 to SA in 2011, launched the Apple Watch locally in 2015, and created those unforgettable queues when new iPhones dropped.
Beyond the gadgets
But here’s what makes iStore different. They’ve never just been about selling products. Since 2009, the iSchoolAfrica initiative has been putting technology into communities that need it most. From partnering with Siya Kolisi to support schools to working with Cheslin Kolbe on educational projects, iStore has consistently invested in South Africa’s future.
Service that serves the people
Fast-forward to today, and iStore continues to innovate in ways that directly benefit customers. Same-day Apple Authorised repairs launched in 2018, followed by same-day deliveries in 2021, an industry first that changed expectations for tech retail.
The 2022 “Choose your delivery” service recognised something simple but important: your schedule matters. Whether you need your new device immediately or prefer to plan ahead, iStore adapts to fit your life.
This year’s launch of the fully shoppable iStore app with order tracking brings that personal service into the digital space. The 2023 opening of the first Apple Premium Partner (APP) store at Eastgate proved that innovation isn’t slowing down.
What 20 years really means
Twenty years in tech is like a century in any other industry. iStore has navigated everything from the rise of smartphones to the pandemic’s digital acceleration, consistently staying ahead of what South African consumers need.
The numbers tell part of the story. Multiple store locations, countless product launches, thousands of devices serviced, and communities supported. But the real story is about trust. When South Africans think Apple, they think iStore.
What began as one store, has become a cultural phenomenon. And based on what was unveiled at the celebration, iStore’s influence on South African tech culture is just beginning.
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