Are There Apple Stores in New Zealand? Why or Why Not?

As of my last update in August 2023, there are no official Apple Stores in New Zealand. Instead, the country is served by numerous resellers and distributors. However, while Apple has chosen not to open official retail locations here, the reasons behind this decision are complex and multi-faceted. This article explores the context surrounding Apple's presence—or lack thereof—in New Zealand.

Why There Are No Official Apple Stores in New Zealand

The absence of Apple Stores in New Zealand is not due to a lack of interest in Apple products among Kiwis. Instead, the decision appears to stem from several factors, including market size, consumer guarantee laws, and logistics.

Market Size and Customer Base

Apple typically opens retail locations in markets where there is a strong demand for its products and services. New Zealand's population, while significant, is quite small and spread across two large islands. This means that a concentrated customer base capable of supporting an Apple Store is not as readily available as in larger, more densely populated areas. Apple has a flagship store in Auckland, known as the Apple Store Central, but no official Apple Store locations in other major cities like Christchurch, Wellington, or Hamilton.

Apple New Zealand’s Role

Apple New Zealand, which is a subsidiary of Apple Australia, is headquartered in Auckland. However, the company's interactions with end-users are limited. Apple presents itself primarily as a door in an office building, offering no official retail presence. This limited engagement with customers is a result of Apple's broader strategy to focus on its Australian subsidiary, where sales are more robust. Apple Australia handles much of the support and sales for the region, making it viable to streamline operations in New Zealand.

Consumer Guarantee Act

The New Zealand Consumer Guarantees Act requires that products will have a reasonable working lifespan, typically considered to be about three years. This regulation has significant implications for Apple. Apple Care, the company's premium support service, is designed to be a source of additional revenue in markets where products are often sold with shorter lifespans. In New Zealand, however, this service is largely redundant due to the longer-lasting nature of Apple devices. This makes the cost of Apple Care less enticing to consumers, further reducing the incentive for Apple to establish retail locations here.

Alternatives to Official Apple Stores

While there are no official Apple Stores in New Zealand, resellers and online platforms such as Apple's official resellers provide a good alternative for customers looking to purchase Apple devices. These resellers often offer similar services and support to those found in an official Apple Store, including installation of Apple Care, technical support, and repairs. Finding the closest reseller can be done through Apple's official location finder:

Alternative options also include purchasing through e-commerce platforms such as and

Conclusion

While the absence of Apple Stores in New Zealand is disappointing for Kiwi tech enthusiasts and customers, it does not reflect a lack of interest in Apple's products. The decision to open or not open an Apple Store is deeply rooted in market dynamics, regulatory challenges, and Apple's strategic decisions. For now, New Zealanders must rely on resellers, online platforms, and e-commerce for their Apple device needs. However, the future may show a change as consumer demand continues to grow and market conditions evolve.