From one small store to a national community of tech and possibility
Linda van der Nest still remembers her first day as an intern at iStore. It was February 2006, just six months after the first store opened at the V&A Waterfront in Cape Town. Fresh from university with a marketing degree, she didn’t know she was stepping into a two-decade career — or that she would one day become the company’s Chief Commercial Officer.
“Apple was just entering the consumer space in South Africa,” she recalls. “It was an incredible opportunity to be part of something new and a privilege to be a part of its growth into the amazing company it is today.”
Van der Nest’s story mirrors that of iStore itself: born with a bold mission to make Apple more accessible, affordable and impactful locally. Over the past two decades, that vision has grown into a nationwide network of innovation, service and community connection.
Technology that touches lives
Beyond growth numbers, the real story lies in moments that stick with people. Van der Nest remembers one vividly. Apple had introduced accessibility features with a major iOS update, and iStore was training customers to use them.
“A blind gentleman came in with his guide dog,” she says. “Two hours later, he walked out saying, ‘My life has changed.’ He’d never been able to use a phone to communicate with his family before. Now, with voice control and other features, he could — for the first time.”
This was a reminder of why iStore exists: “Technology, in the right hands, breaks down barriers and opens new worlds. We’ve seen this again and again — from coding camps giving children in under-resourced schools their first taste of programming, to entrepreneurs running businesses on Macs.”
CEO Chris Dodd, who has been with iStore for 16 years, agrees. “When you go into a school or community space, you see technology’s impact — kids discovering coding, people with disabilities unlocking independence, older generations learning to connect online. That’s when it hits home.”
Expanding access
From one store at the V&A Waterfront, iStore grew to Clearwater, then Menlyn, then Sandton. Today, 41 stores span cities and towns, bringing Apple products and support closer to many South Africans.
“It’s about meeting people where they are,” says Dodd. “When they walk in, they should feel welcomed, supported and enabled to use technology meaningfully.”
That’s why stores offer more than devices: training, repairs and one-on-one advice make technology less intimidating and more empowering.
Adding value
Premium tech is pricey, but iStore works to make Apple attainable. Trade-in deals, flexible payments and a pre-owned business model unique in Apple’s global network have attracted thousands of first-time buyers.
“If I look globally, I don’t know of another pre-owned Apple store,” says Dodd. “That new iPhone 8 customer is our future iPhone 16 customer — we’d never have met them without this model.”
For many, this is just the start of their Apple journey — supported by ongoing training, workshops and tech help.
Making impact
In 20 years, iStore has created thousands of jobs and shaped careers. Many who started as assistants or technicians now run stores or manage regions. “That’s life-changing for them,” Van der Nest says, “and for their families and communities too.”
Community outreach is embedded in iStore culture. Staff often volunteer to run coding camps or school training — many in the communities where they grew up.
Dodd says retail rarely retains talent like iStore does, with store managers staying an average of seven to eight years. “We’ve built a place where people want to stay, grow and be part of something bigger,” he says.
The next chapter of more
The first 20 years were about building reach; the next 20 will deepen impact. Soon, iStore will launch an Artificial Intelligence Lab to give entrepreneurs access to supercomputing power previously out of reach.
“Three Mac Minis working as a supercomputer — 900GB of RAM,” Van der Nest explains. “Anyone in the AI entrepreneurship space needing power to train and refine models can use it. It’s about breaking barriers and empowering tomorrow’s innovators.”
Dodd sees this as a natural evolution. “We’ve never been just about selling products. We create opportunities. As long as we do that, we’ll build a business we can be proud of.”
Where possibility lives
After two decades, iStore continues to strive to be more than a retail space.
“If every customer leaves thinking, ‘Wow, what a great experience, what a passionate bunch of people,’ then we’ve done our job,” Van der Nest says. “That quiet satisfaction — knowing they’ve been heard, helped and valued — is what we aim for. It’s like unboxing a new device: excitement, possibility, delight.”
From a single Cape Town store to a network of tech hubs nationwide, iStore has become a South African staple. If the past 20 years are any guide, the next chapter promises to be just as ambitious — and personal.